The ‘Outrage’ course that we teach explains attributes that cause people to be more or less angry, fearful or trusting of you and your organization. One is whether or not people deal with individuals or institutions that actually respond to them. If you’ve tried lately to find a real human being to resolve an issue with a bank, airline, a piece of software, or some other behemoth, you probably know what I mean. Consider the following.

The fact is that much of what we talk about in the ‘Outrage’ course isn’t exactly rocket surgery and it’s amusing when I run into real brain science being applied to challenging conversations.