" Isaac Newton famously noted that an object in motion tends to stay in motion, while an object at rest tends to stay at rest. Sir Isaac focused on physical objects—planets, pendulums, and the like—but the same concepts can be applied to the social world. Just like moons and comets, people and organizations are guided by conservation of momentum. Inertia. They tend to do what they’ve always done. "

― Jonah Berger , The Catalyst: How to Change Anyone's Mind