Yes, getting a customer to fire their existing alternatives is tough which is why most new products…
Yes, in complex sales, the switch doesn’t happen solely on the merits of your products features but it’s still a switching problem — one we…
Yes, getting a customer to fire their existing alternatives is tough which is why most new products fail — not due to a failure to build something new, but due to a failure of getting customers switch from their old to your new.
Yes, in complex sales, the switch doesn’t happen solely on the merits of your products features but it’s still a switching problem — one we can describe as a function (via BJ Fogg):
B = M * A * T
where
B = Behavior change
M = Motivation
A = Action
T = Trigger