A friend started a small business involving a great deal of transcribing. A colleague recommended that he try an expensive program to reduce the amount of repetitive typing. He scoffed at the idea, saying he couldn’t count all the spam emails he received for similar labor-saving software. His colleague persisted. She showed him how the program worked, and how it increased productivity. He adopted it in his business and has reaped the benefits ever since. Every one of us can recall occasions of deciding to try something new on the recommendation of a friend or colleague. It could have been something simple, like choosing a particular movie or book, or trying a new restaurant. Trusting people whose experiences and values are similar to our own is natural. We seek out their opinions and value them more than advertising, rating services, and reviews.