There’s a pizza shop in town that’s supposed to be very good. I’ve heard that more than once, from people I trust. If I went there, I’d probably enjoy it. But when it’s time to order pizza, it never comes to mind. I don’t compare it to other places. I don’t decide against it. It simply never enters the decision at all. That small, ordinary moment says more about how customers make decisions than most businesses realize. The Assumption Most Businesses Make Most business owners
