A SaaS founder built a genuinely better tool — faster, cleaner, does things the incumbent can't — and prospects agree it's better and still won't switch. Brian and Dave get into why "better" often isn't the whole thing standing in the way: buyers aren't only comparing your product to the incumbent's, they're weighing the pain of switching against the pain of staying — and, as Kahneman and Tversky's work on loss aversion suggests, a loss can weigh more heavily than an equal-sized gain. They cover how to shrink the real cost of switching, how to make the quiet cost of staying visible, and the honest limit — sometimes staying put is the rational call. Monday Move: call one prospect who told you the product was better and still didn't switch, and ask one question — "What, specifically, felt risky about moving?"
Written version and this week's Monday Move: The Operator's Library at mmsvegas.com.
What is The 10-Minute Marketing Fix?
The greatest marketing ideas of all time, explained in ten minutes, with one thing you can do Monday morning.
Each episode takes one real business problem, pulls out the principle that actually solves it, and hands you the move. Brian Kasday and his co-host work an enduring marketing principle out of the seminar and into a business you would actually recognise. No hype, no jargon, nothing you need a whiteboard for.
Part of The Operator's Canon, from MMS Vegas and The Operator's Library at mmsvegas.com.