“That’s what I do too”
The standard level of service we experience as consumers is not great. It also is not terrible. Most of the time it is acceptable. It is acceptable based on the few experiences we have had that represent both great and terrible service. The average of all our experiences as time marches on has defined what is acceptable. Our standards for what we will pay money for has been set by the world going on around us. It basically works like this in the consumer brain: "We don't know where else to get what we want, so we settle for what is available." It is in our nature. However, there is some good news about human nature amidst this conditioned surrender. Human nature wants more . The want is always there. Laying dormant. Waiting. We may not always have the time or energy to figure out how to get more... But when we see it. We recognize it. We want it. But there is the catch. If you want to be the provider of a new standard of good or service in ...