Many new strategic perspectives believe that，In modern business，No competitive advantage can be sustained。Therefore，Companies must constantly update their business models、Strategy and Communications，To cope with today’s increasingly sophisticated consumers。However，Many research results show that 188bet game should not be done。

Look at Michael Porter’s classic article “What is Strategy” published in Harvard Business Review in 1996，Companies listed in 188bet game article include Southwest Airlines、Vanguard and IKEA, etc.，They are all examples of long-term competitive advantage。Exactly 20 years have passed，These companies are still at the forefront of their respective industries，The strategies and brand strategies followed are basically unchanged。Even Google、Facebook or Amazon suffers a setback，Even killed by the new company，These giants seem to be able to maintain their competitive position for a long time。Based on modern behavioral research，We think，The key to maintaining performance is not to provide consumers with perfect choices，It’s about providing simple choices。

The key to retaining customers，Not adapting to changing needs，And maintain maximum matching rationally or emotionally；It’s about not forcing customers to make another choice。To achieve 188bet game purpose，Enterprises must create "cumulative advantage"。

Humans are creatures of habit

According to the traditional view of competitive advantage，Normally，Successful companies will choose positioning、Focus on consumers，And plan activities to better serve consumers。The goal is to match value proposition and need，Let consumers purchase products repeatedly。There is an assumption implicit in 188bet game view: consumers make cautious decisions、Even a rational decision。However，The idea that “purchasing decisions come from conscious choices”，Not tenable in many behavioral psychology studies。

The brain is not so much an analysis machine，Rather a machine that fills gaps: it collects the noise from the world、Incomplete information，Then fill in the gaps based on past experience。Intuition，i.e. those that appear soon、without careful consideration，Thinking that is enough to have an impact、Opinions and Preferences，is the product of the above process。However，Intuitive judgment does not depend on filling in the gaps，Influenced by the speed and ease of filling in the gaps。188bet game process is called “processing fluency” by psychologists。When we use “it feels right” to describe the decision-making process，188bet game shows that the decision was handled smoothly。Smooth processing itself is the product of repeated experience，As the number of experiences increases，Smooth processing is also sharply enhanced。If you have been in contact with an object before，Then the ability to observe and identify the object will be strengthened。In other words，Lower threshold for perceptual identification of repeated stimuli，Requires less attention，Can also be named or understood faster and more accurately。The important thing is，Consumers prefer existing stimulation to new stimulation。

Anyway，Research on how the human brain works，Thought has an unusually strong inertia - beyond conscious deliberation。Faced with choices，The human brain is willing to do the same thing over and over again。For example，If the human brain forms the thinking inertia of "Tide will make clothes cleaner"，When Tide is 188bet game an option on store shelves or on the website，The easiest option is to buy Tide again。

Therefore，Powerful reasons for consumers to choose market-leading products，Maybe just: no matter how you shop，It is always the most eye-catching product。Repeat purchase is the simplest action。Not only that，Every time you consider buying another product from 188bet game brand，Also try to make the choice as easy as possible - your brain encourages you to do so。

So，Buy Max、The easiest brand to choose forms a cycle，Let lead share grow over time。Relative to 188bet game selection of products and services，Select each time、The advantages of the products or services used are accumulated。

Translate 188bet game into habit

In fact，The choice of “where to compete” and “how to win”，Still important to strategy。Compare to other companies with the same target 188bet game，If there is no better value orientation，The company has no place to stay。But，If the company wants to extend its initial competitive advantage，You must turn your value proposition into a habit，Instead of choosing。

Therefore，We can formally define "cumulative advantage" as: building on the initial competitive advantage，Make your product or service a more intuitive choice for 188bet game。

From the first day of establishment，Facebook is building cumulative advantages。Initially，Facebook has some interesting features that Myspace lacks，The value proposition is not bad。But the more important reason for its success is，The look and feel of Facebook is very unified。When Facebook decided to move from web to mobile，Also ensures a highly consistent user experience。Of course，In order to better realize its functions，Facebook also makes design adjustments from time to time，188bet game also attracted severe criticism。But overall，The new services added do not jeopardize the comfort created by Facebook、Familiarity，And these changes are usually not mandatory initially。

Four elements of "cumulative 188bet game"

How 188bet game enterprises build cumulative advantages，Enhancing and extending competitiveness？The following are 4 basic principles:

1“188bet game must be famous early”

There is nothing new in 188bet game advice - it has been mentioned in many good early strategy books，Bruce Henderson, founder of the Boston Consulting Group, also made relevant elaborations。Henderson is particularly concerned about the positive impact of cumulative advantages on costs - the famous experience curve illustration，As the company’s experience in producing a certain product increases，Their cost management will also become more efficient。He believes companies should price aggressively in the early stages—“above the experience curve,” in his words，188bet game way，Can win more market share，Reduce company costs，Increase relative market share，And increase profitability。188bet game fully demonstrates that early market share is very important。

Marketers have always known the importance of winning early。For the rapidly developing automatic washing machine market，Tide is the most popular product launched by P&G、One of the most successful and profitable brands。1946，Immediately after Tide was launched, it launched the most intensive advertising in 188bet game category。Also，P&G also includes a free box of Tide laundry detergent with all washing machines sold in the United States，To cultivate consumer habits。The result is that Tide quickly wins over its opponents，and quickly became popular，Since then, it has been a success。

Same，Because the price is reasonable、Android phone with free service，Samsung gains leading market share in global smartphones。For Internet companies，Free is the core strategy to cultivate user habits。In fact，All successful large Internet companies，such as eBay、Google、Twitter、Instagram、Uber and Airbnb are all providing free services，Thus cultivate、Deepens user habits；Based on 188bet game，Suppliers or advertisers will naturally be willing to pay。

2Designed for 188bet game

We can see，The best result is: to make the choice of products，Become an automatic response from consumers。You should use 188bet game as your design goal，Let the ideal results be under control rather than left to chance。Art Markman, a psychologist at the University of Texas pointed out，In terms of cultivating user habits through design，There are some rules to follow:

First，Product design elements must be consistent，And it’s best to see it clearly from a distance，So that 188bet game can find products quickly。Secondly，You should find ways to integrate products into your living environment、The best path to encourage people to use。Frequent design changes often fail to strengthen habits，On the contrary, it caused interference。So，You have to look for changes that actually reinforce habits and encourage purchases。Amazon’s “one-click purchase” is a good example – creating a convenient channel for re-ordering frequently purchased products，Thereby cultivating consumer habits，Lock them to specific distribution channels。

3Internal 188bet game innovation

Many companies encourage “relaunches”、“Repackaging” or “Replatforming”，However, there is a certain risk: these measures will change consumer habits。Ideally，Whether it is improving technology or adding 188bet game features，Every 188bet game product or service should maintain its accumulated advantages。

Procter & Gamble has gone through more than 70 years of ups and downs，I have learned many lessons of blood and tears in the process of increasing Tide’s cumulative advantage。1975，After the launch of Tide laundry detergent，The industry welcomes another detergent innovation - laundry detergent。P&G’s first reaction was，Launch of new brand called "Era"。Because there is no basis for cumulative advantage，Although more and more 188bet game choose laundry detergent instead of washing powder，Era did not develop and grow in the end。1984，P&G launches Tide laundry detergent，Adopt familiar packaging and consistent brand strategy，Despite entering the market late，But it has still become a mainstream laundry detergent brand。

For 188bet game，“Improved” sounds better than “new”、Much more peace of mind。

4Keep the spread simple

Daniel Kahneman, the "father of behavioral science", called decision-making caused by subconsciousness and habits "fast thinking"，Referring to conscious decision-making as “slow thinking”。Marketing and advertising people are often in “slow thinking” mode。They use their intelligence，Carefully polish and emphasize the advantages of your 188bet game product or service。But，If the consumer is not paying attention (which is the case in most cases)，Cleverly conceived communication may backfire。

Remember: Normally，The human brain is lazy，Unwilling to expend energy in understanding highly complex 188bet game。

Communicating Today、In a world of unlimited innovation，Many strategists believe，To maintain a sustainable competitive advantage, the company's value proposition must always become the first rational or emotional choice of 188bet game。But，They forgot or never understood，The important role the subconscious plays in decision-making。For fast thinkers，Those are easy to buy、Products or services that have formed comfortable purchasing habits，Will transcend unfamiliar alternatives that are hard to buy or require new habits to be formed。(Liu Zhengzheng

Lafley is the recently retired CEO of P&G，Currently serving as Snap Inc.Director。Roger Martin is the former dean of the Rotman School of Management at the University of Toronto。188bet game article was inspired by the work of Craig Wynett, Behavioral Science Officer at P&G。

*Source of 188bet game article: Harvard Business Review，Author: Lafley，Original title: "Don’t overestimate customer loyalty》

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