It’s easy (and dangerous) to underestimate how powerful the habits your customers–consumers and organizations, both–fall into.

Tim and Nina Zagat, founders of the eponymous survey, could eat anywhere they want to. They could eat anything they wanted to. They could probably even do it for free. Yet, according to  The New York Times > Dining & Wine > Heavenly Fish and Tuna Melt: Notable Names Dine In, at least once a week they eat old fashioned NY chinese food from the very same restaurant. And they’ve been doing it for years and years.

Worth a thought the next time you convince yourself you can get people to change just because you’re better.