Build It and They Will Come-Or Maybe Not
2 min readNov 13, 2020
When Sally was growing up, her mom always used Brand X laundry detergent, as did her grandmother. Now that Sally’s on her own, she too uses Brand X, not because it’s less expensive, more convenient or gets her clothes cleaner, but solely due to tradition. When Sally runs low she reaches for Brand X without giving other products a single thought whatsoever.
