We, people, have habits, likes and dislikes. Over time, we come to figure out what works and what doesn’t work for us.

We don’t change easily – certainly not at the first request. Our behavior evolves over time but, not very much.

Some of us are good with change, others less.

It’s certainly easier to change the things around us than to change us.

This makes us wonder why marketing is often about changing our behaviors when it should just go with the flow and use what we already use, the way we already use it.

Changing human behavior is one of the hardest things to do. If you really know your customers, you realize that they don’t change very much; it’s the things around them that do.

If behavior is a function of the person and its environment (Kurt Lewin’s B=ƒ(P,E)), it’s easy to realize that if you can’t change the person, you need to look somewhere else…