Nir ZavaroThe Business Storyteller. Bestselling author, global speaker, salesman at heart, and marketer by

The One Thing Everyone Wants But Nobody Gets | Customer Journey Strategy

6 Mar 2026 · 1 min

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In this brief talk, the speaker references Morgan Housel’s book Same as Ever to argue that certainty is the single thing people universally crave yet rarely receive. He explains that certainty improves customer experience by reducing subconscious discomfort that arises when outcomes are unknown. The speaker then advises listeners to audit their own customer journeys—identifying points where certainty is provided and where it is missing—and to extend the same demand for certainty to vendor interactions. The overall message is a practical call to embed clear, predictable signals throughout every touch‑point to boost satisfaction and trust.

Chapters

It's called Same as Ever by Morgan Housel. And it is the assumption that every person on the planet wants this one thing. No one on the planet will get that one thing. And that is certainty. And it stuck with me for so long that I'm now implementing this in almost every client, every customer journey we have in some of the processes. I'm even asking that from my vendors. Certainty makes you feel better. It's very simple. And oftentimes when we lack that certainty and we don't know what's happening, it's funny. Our subconscious kicks in. We don't feel so good and we don't know exactly how to explain it. And my suggestion to you is go over your customer journey. Where are you instilling certainty and where are you lacking at? And it's very easy to look at it.