This tactic is used to get someone to accept something they don’t want, simply because everyone else is doing it. You must assert reasons why that will not work. “Everybody else is doing it in the industry, so you should too,” is the approach. This is socially powerful, as there is safety in numbers; Dr. Robert Cialdini’s “social proof” concept comes to bear[ii]. Innovative thought and creativity must be used to differentiate your situation.