Every year, numerous new companies enter the market, but how can each of them connect meaningfully with customers? To truly stand out, a product must create a connection that resonates with potential customers, and one powerful way to achieve this is by harnessing the power of patterns. Pattern recognition, a concept rooted in cognitive psychology, involves categorizing new information according to familiar patterns to enhance understanding. This process sheds light on how we think and reveals the stereotypes and biases we hold.

For example, consider the reputation of Apple products for being easy to use. This stems from the tech giant’s clever use of psychological patterns in product design, creating a step-by-step operation that remains sophisticated. Apple often employs graphic symbols and interfaces that mimic real tools, like scissors or rulers, making it easier for users to connect actions to familiar patterns in their minds.

Another effective way to connect with customers today is through social media. However, companies should be cautious, as using social media effectively presents challenges. Many companies hastily establish an online presence without carefully considering what to post. While digital sharing is simple, executives should review posts and announcements before sharing them.

For instance, announcing a product release delay on a company’s Facebook page may seem like good communication, but it can backfire as followers quickly share the post, potentially leading to complaints about broken promises or unfavorable comparisons with more punctual competitors. Yet, there’s another reason to approach social media with caution. It can lead companies to become overly focused on appearances and neglect the primary reason people use social media: the joy of real human interaction. To maintain an attentive and loyal audience, companies should share information and experiences that are genuinely relevant and useful to their customers.