Humans tend to find comfort in community. We like to be with other people that are similar to us and we often strive to be like people that are similar to us. We’ve evolved to understand that being different is often dangerous. If all the members of our tribe were hiding in their caves and we decided to be different and walk around the campsite while everyone else was safely inside, it’s likely we were going to be on that night’s menu for some large, carnivorous creature.
Most of us like to do what everyone else is doing, and there’s nothing wrong with that. If one of our competitors is using a marketing strategy that’s working for them, it only makes sense to emulate what’s already been proven to work. That’s common sense.
That doesn’t mean we shouldn’t try something new every now and then. Just because something is different (or difficult) doesn’t mean it won’t work, it just means that no one else has had the guts to be the first.
The less convenient, the more it pays.
Seth Godin
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