A twist on the 99% idea is that the vast majority of people (say 99%) – or even better, the totality of people in the 99% of cases – will not act on the information they are given or on the knowledge they are accumulating. They will just keep falling back to hold habits and practices, because that is more convenient. Because that is how our brain is wired.

This gives you an incredible advantage if you manage to build a practice of doing, shipping, delivering.

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