No wonder, you’re making decisions based on familiarity. But who says that familiarity is always a good thing? It’s good for certainty. But to achieve a breakthrough, you need something different.

The law of familiarity says that if we are around anything (or anyone) long enough, we tend to take things just a little bit for granted.

fundamentally, experience precedes technical knowledge.

The truth is, of course, that there is a danger of being unaware of those persons and things nearest and most accustomed to us. It is not necessarily true that familiarity breeds contempt, but it does tend to make the familiar something that is taken for granted.

Experience teaches us, but we scarcely know what.

The aspect of things that are most important to us are hidden because of their familiarity and simplicity.

Familiarity can blind you

We had something few experience. We were joined in our strengths rather than in our weaknesses.

Familiarity breeds liking.

experience does not always mean wisdom.

for experience does not always mean wisdom.

Familiarity is the thing — the sense of belonging. It grants exemption from all evil, all shabbiness. A farmer pauses in the doorway of his barn and he is wearing the right boots. A sheep stands under an apple tree and it wears the right look, and the tree is hung with puckered frozen fruit of the right color.

Familiarity breeds indifference.

Frequency led to awareness, awareness to familiarity, and familiarity to trust. And trust, almost without exception, leads to profit.