Companies Aren’t Families. They’re Battlefields In A

If You Dress A New Something In Old Habits, It’s Easier For The Public To Accept It.

The Best Agencies Understood The Importance Of Routines. The Worst Agencies Were Headed By People Who Never Thought About It, And Then Wondered Why No One Followed Their Orders.

Cravings Are What Drive Habits. And Figuring Out How To Spark A Craving Makes Creating A New Habit Easier.

I Think I'm Smart, And I Know I Was A Good Mom. But There Wasn't A Lot I Could Point To And Say, That's Why I'm Special.

Shampoo Doesn’t Have To Foam, But We Add Foaming Chemicals Because People Expect It Each Time They Wash Their Hair. Same Thing With Laundry Detergent. And Toothpaste—now Every Company Adds Sodium Laureth Sulfate To Make Toothpaste Foam More. There’s No Cleaning Benefit, But People Feel Better When There’s A Bunch Of Suds Around Their Mouth. Once The Customer Starts Expecting That Foam, The Habit Starts Growing.