Would you buy a new product from a store knowing the product is defective or broken? Of course you wouldn’t! Who in their right mind would accept a brand new broken car, a malfunctioning TV, or a defective smartphone? No one would serve or eat a rotting food product, wear a brand new jacket, shirt, or dress that is visibly stained or torn. Can you imagine wearing a new torn pair of jeans? Well, wait a minute, you might, depending on your age and preferred fashion style.
The marketing trend that made buying pre-torn jeans went against that common sense and succeeded to set a new fashion trend that defied and subsequently changed those social standards. It is still going strong even today, more than twenty years after it first broke into markets. Perhaps you too, or someone in your household has a few pairs hanging in their closet.
The interesting lesson I wish to illuminate here is how a radical concept that defies norms and goes against all standards and common sense can flourish and set a path for others to follow. Living in the consensus is safe and comfortable; you know the boundaries and there are little surprises. One may live their entire life within that realm and always feel comfortable. Leaving that comfort zone is not often called for and the mere idea of doing so can be intimidating to many. Setting a course into uncharted territory presents certain risks and requires some courage in addition to the regular elements of preparedness. If it proves successful, the reward can be twice as sweet.