Every business advice article says the same thing. Run a discount. Offer a freebie. Set up a referral bonus. Get people in the door. And I get why it feels right. When you’re just at the starting phase of your business, you need customers, and you figure a little reward will push people over the line. It’s what you see big brands do. So you copy it. Here’s the thing, though. There’s actual science behind why this backfires, and not a small thing either. It’s called the overjustification...