Epi #47: Unlocking Exponential Growth: Lessons from Dutch Darlings — Carbon Equity, Picnic Technologies, and Mollie

In the bazaar of modern commerce, a whisper often carries further than a shout.

While industry giants flex their financial muscles, a new breed of business savants is rewriting the rules of engagement.

I'm particularly taken by Carbon Equity , Picnic Technologies & Mollie . Three David-like contenders armed not with slings, but with the formidable weapons of behavioural science, consumer insight, and strategic precision.

These upstarts are proving that in the digital age, the spoils don't always go to the largest, but to the smartest.

Their secret?

I observe a potent cocktail of psychological acumen and data-driven decision-making that's leaving competitors scratching their heads and consumers reaching for their wallets.

Dive into the ingenious strategies of these Dutch market disruptors as we uncover three game-changing lessons. Whether you're a startup or scale up, these insights could revolutionise your business approach across any sector.

And for anyone who wants to go deep, join my completely free online workshop here.

1. Carbon Equity: Decoding the Consumer Psyche

Carbon Equity knows their audience cares about both impact and returns. By framing their climate-tech investments as a win-win, they appeal to both emotional and rational decision-making. For your brand, understanding what drives your customers at a deeper level—be it security, status, or sustainability—can unlock exponential growth.

Here are some of the cognitive biases Carbon Equity is effectively overcoming.

Loss Aversion: This is also known in behavioural science as the cognitive bias of 'Loss Aversion'. Recognising that while nobody wants to invest in unethical businesses, ultimately, we're driven by returns. By positioning the brand as sacrificing neither returns, nor the environment, Carbon Equity cleverly appease loss aversion in the clients.

The Endowment Effect: Additionally, they're activating 'The Endowment Effect' through "become co-owners". When we perceive we own something, or imagine that we might — the perceived value increases exponentially. Value is subjective and created in our heads, it's a perceptive filter, not an objective reality.

Friction Removal: Lastly, Carbon Equity expertly deal with 'Friction Removal' (make it easy) with core brand messaging "7-10 private equity funds and 150+ climate tech companies. All packaged into a single portfolio fund." Bravo.

2. Picnic Technologies: Standing Out in a Sea of Sameness

Picnic breaks through the monotony of grocery delivery by offering something different—100% electric deliveries, personalised notifications, and a fresh take on customer experience. They’ve carved out a niche by delivering more than just groceries; they deliver an eco-friendly, community-driven experience. Your brand can stand out by honing in on your differentiators and owning them.

Here are some of the cognitive biases Picnic's effectively overcoming.

Hyperbolic Discounting: Also called “present bias,” is a cognitive bias, where people choose smaller, immediate rewards rather than larger, later rewards. Picnic’s service model is built around immediate convenience and free delivery. By offering same-day or next-day delivery, they capitalise on customers’ preference for quick service.

Status Quo Bias: Most people are risk-averse, don't like change, and the cognitive load of learning something they already know. I.e. grocery shopping. Picnic maintains its customers’ habits by making online grocery shopping feel similar to traditional supermarket experiences. The customer doesn’t need to adjust their routine significantly to transition from in-person shopping to online delivery. The delivery service being free and their 100% electric vehicle fleet reinforce the idea that this service is environmentally friendly without asking too much change from the customer. The fact that customers don’t have to switch between stores for deliveries also helps keep the status quo.

Scarcity Heuristic: Picnic uses scarcity tactics, such as limited-time notifications for certain popular items (e.g., apple pie notifications) to prompt customers to act quickly. This nudges customers into purchasing before stock runs out, creating urgency around fresh, high-demand products.

Mollie: Drive Real Business Outcomes

Mollie isn’t just another payment processor. By simplifying complexity and putting the customer first, they’ve built a service that’s loved by 200,000+ European SMEs. Their hyperlocal service, paired with transparency and simplicity, cuts through the noise.

Here are some of the cognitive biases Mollie is effectively overcoming

Framing Effect: Mollie’s entire marketing campaign frames its service as user-friendly, simple, and transparent, especially compared to competitors like PayPal or Stripe. For example, Mollie emphasises the ease of integration and its hyperlocal approach, presenting it as a service built specifically for European SMEs, which contrasts with the more complex, global competitors. This framing encourages customers to view Mollie as a company that understands their specific needs, thereby reducing the friction of adoption.

Authority Bias: Mollie’s emphasis on localising services for different EU markets creates an authority bias in customers’ minds. By offering payment services in local languages and providing tailored support, they appear more in tune with local customers’ needs than their competitors. Mollie also uses endorsements from major European businesses like Veloretti and The Royal Theater Carré to strengthen this perception of authority in payments.

Loss Aversion: Mollie’s customer-friendly practices, like transparent pricing and personalised customer support, play on the fear of losing out on a positive service experience. The fact that Mollie highlights negative experiences with traditional payment processors in their marketing—such as clunky systems and opaque pricing—encourages customers to avoid switching to alternatives where they may lose the benefits of Mollie’s superior, user-friendly system.

Think about what pain points you’re solving and make your brand the go-to solution.

Join my FREE online workshop

If you’re serious about turning these insights into action. We’ll help you decode your customer psyche, stand out in your market, and drive tangible business outcomes.

Remember: It’s not the biggest companies that win, but the fastest to adapt. This is essentially Darwinian theory that has been proven by the greatest test of all time: evolution.

Join the workshop here.

Let’s get your brand sizzling!

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