Status Quo

Written by Guido Jansen in
October 2010

Theory:

We prefer a status quo.

Application:

We don't like to change our behavior unless the incentive to do so is compelling enough. If the expected gain is too small or uncertain, we like to keep doing thing as we always did. Keep this in mind when writing or talking about the gains people will get from your product or service: make it a little extra convincing.

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