Cultural Legitimacy
Whether a product, practice or company is seen as appropriate — useful, morally right, taken for granted — decides adoption more than quality; association with a disapproved group can kill an otherwise good option.
An everyday example
A superior tool rejected because 'that's what the cowboys use'.
What it can cost you
Rejecting good options for illegitimate associations; accepting poor ones because they are 'the proper choice'.
Warning signs
- I rejected it because of who likes it.
- I chose it because it is proper.
One thing to do
Separate legitimacy from performance: what does it do, and why does it feel (in)appropriate? Decide on the first with eyes open about the second.
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