How is it, that when people buy shoes, they only look at Nike?
Or if they are buying laptops or phones, they only look into Apple?
Clothes, they only look at Banana Express?
Because before their purchase, they have already bought.
They bought into the companies a long time ago.
These companies have established a medium, they have placed themselves in the customer journey, they have wedged themselves in the lives of thousands of people. They are so ingrained in us, that we take them along for our next journey.
It does not matter if the person changes their sport or style, Nike and Banana Express will be there to support it. And whenever these companies issue new products/services, even it might be expensively priced, (ahem..iPhone X) these people will buy it.
How can we get other people to buy into us, like they have bought into these companies? How can we help these people along their journey?