3x 3x To understand why inertia is so strong, you need only look at the comparison a customer makes when considering a switch. This mismatch is why new products showing only incremental improvements over incumbents rarely get anywhere. It is the genesis of the idea that any new products need to be 10 times better to get mainstream adoption. It’s only at that point switching becomes a no-brainer. That’s where you want to be. When marketing your product, consider all four forces to win customers over. Often your prod- uct is more than good enough, but there’s another force blocking you. Advertise against that and you’ll see more movement. Understand that consumers overestimate their current solution just as much as you overestimate the quality of your product. This means products with only marginal improvements don’t break through. The lead will only change hands when a 10X product arrives. 22