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What is someone going to stop doing when they start using your product?

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. Now they can do this, now 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 unknown — 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, not 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?