Lower the barriers to the switch
When: Demand is demonstrably there, the pull of your solution is strong in conversation, and people still do not switch. Trials stall before adoption. The team's response so far has been to add more pull, with more features and louder messaging, and it is not working.
The action: Work on the other two forces instead. Find the anxieties about the new solution and the habits binding people to the present, from real stories, then dismantle them directly in the offer: migration done for them, trials that carry no commitment, guarantees, and removal of whatever the switch leaves behind. Reducing friction is a product decision, and often a cheaper one than adding capability.
Forces: Friction work is unglamorous and rarely demos well against feature work, so it loses roadmap arguments it should win. Some anxiety is warranted, and reassurance where the product genuinely falls short is a dishonest sale that returns as churn. Habit is the quietest force and the easiest to overlook entirely.
Signals: Within weeks, the offer names and removes a specific switching cost it previously ignored. Trial-to-adoption conversion moves without any new capability shipping. Stories of stalled switches identify the barrier rather than a missing feature.
When not to: When people are not switching because the pull is genuinely absent, since removing friction from a journey nobody wants to take achieves nothing. When the anxiety is a correct read of a real product gap.
Instance: The same Re-Wired Group mattress corpus behind Interview the switch, where a completed sale hinged on anxieties beside the product itself, including what would happen to the old mattress. The purchase closed when the switch got easier, and the mattress got no better.
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