A paradigm shift is defined as a fundamental change in approach or underlying assumptions. Let me give you few examples.
Wickless vs. Wicked
One of Scentsy’s product offerings are our wickless candles. That means there is no smoke, no wick, no flame and no soot. If you think about a traditional wicked candle, when the candle burns down and there is nothing left, you would not expect the candle to keep scenting your home. Yet with a wickless candle because only the fragrance oil evaporates and the wax does not, new customers tend to think their wickless candle should scent their area longer.
However if they had a votive candle which burned for 8 hours and then was gone, that’d be expected. Yet a wickless candle warming for 24 hours should still have the same scent as when first melted (in their minds). However that’s not how wickless candles work. This is a situation that requires a paradigm shift.
Over time, when the wickless concept is no longer new to anyone, there should no longer be the misunderstanding of how long wickless scents last. For now, it’s a matter of patience and education to create the shift. Some experts suggest it can take ten or more years to complete a paradigm shift.
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