Every new product competes for the same scarce resource: your customer's attention. Not just with competitors in your category — with everything. Social media, conversations, entertainment, sleep. The implication is that acquiring a customer requires overcoming enormous inertia. Chopra's insight on customer decision-making is useful: people decide through intuition and justify through logic. They pick the thing that feels right and then construct reasons afterward. This means your acquisition strategy needs to reach the gut first — a story, a feeling, a sharp specific claim — and your retention strategy needs to satisfy the reasoning process afterward. Always deliver more than you promise. The customer who feels they got more than they paid for will tell others. The one who got exactly what they expected will tell no one.