The best agencies understood the importance of routines. The worst agencies were headed by people who never thought about it, and then wondered why no one followed their orders.
The biggest moment of flexibility in our shopping habits is when we have a child, because when you think about it, all of your old routines sort of go out the window, and suddenly a marketer can come in and sell you new kinds of things.
There’s something really powerful about groups and shared experiences. People might be skeptical about their ability to change if they’re by themselves, but a group will convince them to suspend disbelief. A community creates belief.
