People are creatures of habit. You only have to look at the rituals in your day-to-day to see how patterns permeate life. Think about the things you do on rinse and repeat. The brands you always buy. The supermarket aisles you choose to walk down. The ones you avoid.

We have come to believe the success of our companies or causes is dependent on marketing that convinces people to change their story. The chances of changing someone’s mind is more unlikely than we realise. What we must do instead of trying to alter a prospective customer’s version of the truth, is build on the story they already tell themselves about who they are and what they believe.

Change is hardly ever the result of people making u-turns en masse. Change happens when one person at a time takes a small step towards an alternative.

Image by Garry Knight