Sure Alternative Principle

It's out there somewhere. The Sure Alternative Principle means the Buyer has intuitive confidence that an experience of low value is readily replaced by an experience of higher value, with the click of a mouse. This has been the case for over two decades. There are no digital constraints, this is not the age of three television stations, but of limitless alternatives. With tools such as Google, and now ChatGPT, the Buyer will find what they want, if they haven't already.

The Buyer will not be constrained.