Étienne Garbugli

Entrepreneur & Lean B2B Author

Your product has to be 9 times better

By Étienne Garbugli | November 1, 2011 | 0 Comment

Think about your favorite pair of jeans. They’re probably not new. They’re probably not in perfect condition. Yet, you love them.

Now, if you could only have one pair of jeans, how likely would you be to trade those jeans for a new pair? Those new jeans would have to be pretty darn good for you to get rid of your favorite pair of jeans…

Maybe you bought them $100 but, to you, your favorite jeans are also worth the comfort, the looks you get and the difficulty you had in finding them.

We typically value 3 times more the products we own than what they’re actually worth. Inversely, we underweigh by a factor of 3 the benefits of a new product.

Put together, this means that, to make someone want to switch, a product has to be 9 times (3 x 3) better than what they currently have (9x effect). Hard… but not impossible.

TAGS

Étienne Garbugli

Etienne works at the intersection of Technology, Product Design and Marketing. He’s a two-time Startup Founder, a four-time entrepreneur and a UX research expert. Etienne published Lean B2B: Build Products Businesses Want. The Lean B2B methodology helps entrepreneurs around the world build successful businesses.

0 Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

Read previous post:
How many times do you need to fall before you succeed?

It's not how many times you fall that matters, it's how many times you get back up. In life, you...

Close