Assume most people are lazy but market to those who aren’t
Most of us are lazy. We do not wake up every day trying to actively seek new ways of improving our lives. We prefer the comfort of things that are known to work for us. That is why we frequent our favorite restaurants, watch our favorite TV shows and take our favorite routes to the office. Even though we like to think we’re not comfort-seekers, our actions usually speak otherwise.
Most of us are risk-averse when it comes to trying something new.
However, some of us are truly adventuresome. If you’re not someone who is comfortable trying the new-new, you may have a friend who prefers to go to newly opened restaurants with no ratings. Such people are early adopters and as the name suggests, they take pride in being among the first ones to try something new and are seen as a tastemaker among friends and community. ...