Roger Dooley

Buc-ee's is suing a beloved moose mascot's over its similarity to its beaver logo. The behavioral science on why bullying an underdog can backfire on a big brand's goodwill.

Kelsea Ballerini and Bucky The Beaver of Buc-ee's attend the 2024 CMT Music Awards at Moody Center on April 07, 2024 in Austin, Texas. Getty Images for CMT

Online forms, especially registration pages, suffer high abandonment rates due to "friction," not disinterest, as shown by Expedia's $12 million revenue boost from deleting one field. Cvent data indicates personal information steps cause the most drop-offs. To improve conversions, experts recommend ruthlessly deleting non-essential fields, ensuring each remaining field's purpose is clear to the user. Implementing multi-step forms, which present questions incrementally, can dramatically increase completion rates. Crucially, forms should start with easy, low-commitment questions, leveraging the "foot-in-the-door" effect before requesting sensitive personal data. Additionally, perfect autofill functionality is vital, and forms should offer immediate value or "give back" to the user during the process. For returning users, pre-filling known information and providing one-click resume links for abandoned sessions are key strategies to minimize friction and maximize completions.

Event management firm Cvent recently acquired virtual event platforms ON24 and Goldcast for $700 million, despite ON24's dramatic post-pandemic decline. Paradoxically, Cvent then rebranded around its "Presence Premium" concept, asserting the unique value of in-person attendance. CEO Reggie Aggarwal highlights that in an AI-driven era, genuine human presence becomes a scarce and valuable business signal. The article emphasizes that "showing up" is a significant investment, encompassing time, travel, and opportunity cost, which event organizers must justify. While difficult to quantify precisely, studies suggest in-person events build trust and accelerate deals, especially as AI floods digital channels. Cvent advises using AI to automate event logistics, thereby lowering the attendee's "cost of presence," rather than replacing crucial human connection. Ultimately, the willingness to attend, not merely the venue, is deemed the true product.

United Airlines is introducing a new premium economy option on its A321XLR jets: a permanently empty middle seat with a fixed table. This aims to offer passengers the guaranteed absence of a seatmate, appealing to those seeking comfort or space to work. While European airlines have offered similar concepts, United is the first U.S. carrier to market this as an economy upsell. The move is also seen as a clever way to turn an operational constraint, which reduces required flight attendant staffing, into a revenue generator. However, the article warns against potential pitfalls, drawing parallels to Southwest's seating issues. If the standard economy experience is perceived as deliberately degraded to push the upsell, or if the empty seat promise is broken, it could erode customer trust and brand loyalty. United must ensure transparency and maintain a respectful base experience.

A recent article highlights the growing frustration with healthcare scheduling, exemplified by a patient's struggle with mandatory online insurance uploads and an unhelpful automated phone system for a routine doctor's visit. This experience mirrors broader trends, with surveys indicating 70% of patients are routed to phone calls after online booking attempts, and 61% skip appointments due to scheduling hassles. The author attributes this "sludge" to the consolidation of medical practices under private equity, where technology decisions prioritize efficiency and cost savings over genuine patient experience. These systems often create misleading metrics, as they can appear successful when patients simply give up. To combat this, leaders are urged to ask frontline staff about customer complaints and ways to ease their jobs, as they are best positioned to identify friction points and improve overall service.

Viking Cruises has successfully carved out a niche by offering a "thinking person's cruise," banning under-18s, casinos, and focusing on quiet, intellectual activities for a 55+ demographic. This strategy of defining itself by what it *doesn't* offer sharpens its brand identity, attracting customers seeking a peaceful, adult-only environment. However, Royal Caribbean Group is entering the river cruise market in 2027 with Celebrity River Cruises, targeting a younger demographic with more active amenities and a minimum age of four. The real threat to Viking isn't this new competition, but the potential for Viking to dilute its own brand by making exceptions to its strict rules. The market will soon determine if Viking's focused approach or Celebrity's broader appeal will expand the river cruise market.

Buc-ee's said it wouldn't sue John Oliver. Two days later it sued a family carryout in Beavercreek, Ohio. A trademark law professor on who's actually at risk.

United CEO Scott Kirby has a simple transparency test every business should steal: pretend the CEO is the customer, then tell the truth.

"Their problem isn't a lack of psychological principles It's basic usability issues, user experience, customer experience" That is Roger Dooley, roughly a quarter of an hour into our conversation, explaining what he usually finds when a company...