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.
Champions don’t do extraordinary things. They do ordinary things, but they do them without thinking, too fast for the orther team to react. They follow the habits they’ve learned.
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.
