Rituals Are More Powerful Than Routines

“Routine is about function: the stuff we need to, or have to, get out of the way. Rituals, on the other hand, are informed by intent.”

In a world increasingly filled with infinite options, people and brands are using rituals as a way to capture attention and loyalty from consumers.

Gareth Kay looks at the difference between rituals and routines and points out how everything from Oreos and Starbucks, to Guinness and SoulCycle have used rituals to help them stand out from the crowd.