When you’re building a new product, you’re often thinking about all the new things people are
going to be able to do with it. **w
they can do this, **w
they can do that. Exciting!
But there’s a better question to ask:
What are people
going to
stop doing once
they start using your product?
What does
your product replace?
What are
they switching from? How did
they do the job before
your product came along?
Habit, momentum, familiarity, anxiety of the unk**wn – these are incredibly hard bonds to break.
when you try to sell
someone something, you have to overcome those bonds. You have to break the grip of that gravity.
So,
when you’re thinking about
your product, think about
What it replaces, **t just
What it offers.
What are you asking people to leave behind
when they move forward with you? How hard will that be for them? How can you help them overcome everything that’s tugging them in the opposite direction?
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