Persistence & Empathy

The flip is elusive.

For a generation after people realized that smoking would kill them, many smart, informed people still smoked. Then, many of them stopped.

After discovering that an expensive luxury good is made out of the same materials as a cheaper alternative, many people stick with the expensive one. And then they gradually stop going out of their way to pay more.

After a technology breakthrough makes it clear that a new approach is faster, cheaper and more reliable, many people stick with the old way. Until they don't.

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