This is a direct copy + paste from Seth Godin's blog. It was too good to not share. http://sethgodin.typepad.com/seths_blog/2016/07/the-flip-is-elusive.html For a generation after people realized that smoking would kill them, many smart, informed people still smoked. Then, many of them stopped. After discovering that an expensive luxury good is made out of the same materials as a cheaper alternative, many people stick with the expensive one. And then they gradually stop going out of their way to pay more. After a technology breakthrough makes it clear that a new approach is faster, cheaper and more reliable, many people stick with the old way. Until they don't. And inevitably, it doesn't matter how much people discover about their favorite candidate, they seem impervious to revelations, facts and the opinions of others. For a while, sometimes a very long while. But then, they assert that all along they knew something was amiss and find a new person to align w...