The Revolution Is Here

Threshold resistance is a common consumer disease when it comes to visiting a jeweler. Savvy store owners, of course, work effectively to dispel it. They eschew forbidding columns and marble faces that can chill. They advertise and display merchandise that is not only appealing and exciting but also affordable. They train their staffs to be warm, friendly and helpful. And they get out into their community to project on a one-on-one basis the message that their stores are a pleasant and rewarding place to shop. You'd think the sort of person who can overcome a potential customer's threshold resistance would have no trouble dealing with his or her own threshold resistance – not to jewelry stores but to computers. But it seems this is no easy task. I can think of a number of highly successful jewelers who are scared stiff of computers. They regard them as complex, failure-prone, mysteri

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