Étienne Garbugli

Entrepreneur & Author of Lean B2B

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.


Étienne Garbugli

Etienne works at the intersection of Technology, Product Design and Marketing. He’s a three-time Startup Founder, a five-time entrepreneur, and a UX research expert. Etienne is also the Author of Lean B2B: Build Products Businesses Want. Lean B2B is a framework used by thousands of entrepreneurs & innovators to reduce the risk of their B2B ventures.


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