Similarity breeds acceptance

Soy / almond milk isn’t milk. Beyond meat burgers aren’t made of meat. A keto dosa isn’t really a dosa. And yet, these are popular items in the market today, all of which help us drive powerful, beneficial behavioural changes.

Getting people to change their behaviour is hard. Giving them something that smells like, looks like or tastes like what they are already used to makes this easier.

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