Apparent vs. Actual Risk

This is a great post from Seth Godin. It talks about the way most of us perceive the world around us and how every action is influenced by the risk we perceive, rather than the actual risk. (i.e. fear of flying, even though driving is more dangerous) I think marketers have to be hyper-conscious of this effect when analyzing how to position their product or service. People will gravitate away from something they are even remotely fearful of, even if that fear is totally unfounded or is simply based on the fact that we, as humans, are apt to seek out the familiar in our environment.

The vast majority of us are creatures of habit.