Inertia is Good
Caroline Whitehill
The word inertia has always been associated with a litany of negatives – lazy, uninterested, slow, 'taking the easy way out', and so on. In marketing, inertia is bad. It is often positioned as the arch-rival to involvement and responsiveness. But a simple examination of our own behaviour reminds us how often we choose to do what we have always done rather than make a change.
Maybe we should look at inertia without the cultural spectacles that judge it to be undesirable behaviour?
Newton's First Law of Motion says 'An object in a state of...
