Some people find a thrill in going under the rope and skiing on the cliffs or other terrain outside the ski area.
They'll tell you that the runs are better.
But if the ski area extends the boundaries, suddenly those spots aren't as attractive. Now, it's the next bit that's seductive.
Because the thrill comes from the out of bounds part, not the skiing part.
A different feeling with a similar boundary issue is the magic of a first class seat. It doesn't matter that first class seats of often smaller than they used to be. What matters is that they're better than coach.
"Compared to what," is often the cornerstone of our narrative.
from Seth Godin's Blog on marketing, tribes and respect http://feeds.feedblitz.com/~/569924164/0/sethsblog~Skiing-out-of-bounds/
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