The essence of marketing today is to tell a story to people who want to hear it, in a way that resonates with them so they are likely to either respond or connect to you, or tell their friends.
At least at first, the new thing is rarely as good as the old thing was. If you need the alternative to be better than the status quo from the very start, you’ll never begin.
The status quo is persistent and resistant. It exists because everyone wants it to. Everyone believes that what they’ve got is probably better than the risk and fear that come with change.
