Let’s say you find something on Amazon that you’d like to buy, then you look for its reviews and ratings.
Would you buy a product that has zero reviews, and zero ratings?
Most likely, you wouldn’t—unless you’re in desperate need or the product is from a well-known brand.
Even though Amazon has a flexible return policy, you’re still not willing to take that risk of uncertainty. The uncertainty that comes with not knowing if the product will be what you’d hoped for, whether your choice will be a success or failure . . . this causes tension and feels risky.
What about when you go to a local store and check out the same product?
Would you ask how many customers have bought it before? Or for its reviews or ratings?
The answer is probably no.
So, why is our behavior so different when buying something online, compared with buying something from a local store?
Because buying something online creates a risk of uncertainty, the uncertainty that arises from not being able to see, touch, feel, and experience the product physically.
You’ll face a similar uncertainty risk whenever you plan to start a new endeavor, begin something unknown, or choose to walk an unfamiliar path. To eliminate this risk be present, see, feel, and experience the new as much as possible.
You’ll eliminate most of the uncertainty risk by being mentally present, physically doing the tasks, talking to people who are familiar with what is new to you, and emotionally experiencing the full circle of the new.