from Seth’s Blog
Getting someone to switch to you is totally different from getting someone who’s new to the market to start using the solution you offer.
Admitting I was wrong, and, in many cases, leaving behind some of my identity, because my tribe (as I see them) is using what I used to use.
So, if you want to get a BMW motorcycle owner to buy a Harley as his next bike, you have your work cut out for you.
He’s not eager to say, “well, I got emotionally involved with something, but I realized that there’s a better choice so I switched, I was wrong and now I’m right.”
And he’s certainly not looking forward to walking away from his own self-defined circle and enduring the loneliness as he finds a new circle.