What Matters Is Inertia

Once he was kicked off Twitter and Facebook, his ability to drive the daily news cycle evaporated. The exact same type of content that would have owned news cycles had it come from the former president's Twitter account was now irrelevant coming from a different source. Inertia is the tendency to not change no matter what. Our default state will always be that. Which makes channels or paths the things people do each day unbelievably important. And the actions of your customers, their default state, is to not use your product.