The Hidden Failure Mode Most customer communication assumes one thing: lack of information . "If we explain this more clearly, and more frequently, they'll understand." This works when people are calm. It fails when they're stressed. The blunt reality:  Most customer interactions happen during stress caused by: Confusion Perceived loss Time pressure Power imbalance Example:  You're buying a gift for your partner. Your brain is asking: Will they like it? Is it their size? Is t