Momentum Psychology

Source Article: 
7.0 Creating Momentum
Surprise resets people expectations. This surprise creates the psychological momentum that increases people's expectations of our continued success, but only for a limited time. When we have momentum, others tend to support us more readily. We tend to act with more confidence and persistence while our opponents tend to act with less confidence and persistence. We must take advantage of this temporary situation while it lasts.
Reference Article: 
7.5 Momentum Limitations
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Rule Example: 
In sports, if last year's champion wins this year against an ordinary opponent, it doesn't create momentum. Similarly, Microsoft's mobile environments created no momentum because they were simply more of the same rather than something surprisingly new.