Take a look at what you do everyday on the web and in the real world and you soon work out that you constantly go back to the same place time and time again.
Whether its
- Using Google to find web sites
- Buying books from Amazon
- Shopping at the same supermarket
Why do we do this? Most likely is that these sites or suppliers don't let us down and do what we ask of them, so why bother taking the time to find something else that is probably only as good.
Seth Godins latest blog post Can't Top This, suggests that if you really want to someone to switch to you come up with something that the big providers didn't think was important
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