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"I have noticed that even people who claim everything is predestined, and that we can do nothing to change it, look before they cross the road." 

Stephen Hawking

Businesses who don’t know any better focus on customer beliefs.

Business who do, focus on customers looking before they cross.

There’s a zebra crossing that runs between my two local supermarkets.

To use it, people have to go out of their way about 10 metres.

Instead, a majority run the gauntlet, crossing the busy and chaotic road at a more convenient point.

People on walking frames. People with shopping bags. People with pets and children. Me.

We’re willing to sacrifice safety for convenience. 

What’s the trade you are asking people to make?

  When it comes to your processes...