Why your solution must be 9 times better for a product switch
As the old marketing theory goes its always harder and more expensive to switch a customer from a competitor than it is to keep a customer. Here is a diagram from the Harvard Business Review on why.
Why your solution must be 9 times better for a product switch to occur. So the seller over rates their widget by a factor of three and the buyers(happy in their own little world) think that what they have is three times better than it is.
The following diagram shows that if you can minimise behaviour change, from a significant product change( switch) then you might well have a great product. If you are looking to switch, make the barriers really low to change, less ‘retraining’ the better eg MS Excel had exact same keystrokes as Lotus 123.
