Identify your company’s “Critical Behavior Change”
- If your company want to do something better but already has competition, your company is likely aiming to be a "market-winning" company. Your critical behaviour change may be getting people to be willing to switch so they can experience your superior solution.
- If your company aims to do something new or different, your company may be aiming for a "market-creating" company. Therefore, you will have to generate demand.
Consider the single, core behaviour change in your product that could make your product more valuable to adopt.
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