Contrast | The Blog | Ten times better


Humans do not lead—nor do they want to lead—optimal lives. All of us are stumbling through our days happily making compromises at every decision: paying that little bit extra for our lunch that’s a little less healthier than if we got it in that sushi place, that when we do visit takes a little longer to get to, and so on.

Humans are trade-off machines, and that’s what makes them beautiful and different and interesting. And so even if they know that your app is better, they’ll happily use a lesser product if it means they can avoid the hassle, risk and fear of changing—and get on with their fantastically imperfect lives.


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