Too many entrepreneurs fall into the trap of building products that are only a little better than the ones people are already using. They build the future of their companies on the hope that marginally better products will be enough to change consumer behavior. But that isn't exactly right... Here's the truth: better products don’t always win—especially if a large number of users have already adopted a competing product. Harvard Professor John Gourville has said, “Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.” For a new product to win out, it can't just be a LITTLE better. It has to be MUCH better in order to escape customer inertia. Once customers have formed a habit of using a particular product or service, it doesn’t matter if a nominally better service comes along -- they won’t switch. This is why habit-formation is such a powerful tool in business. Habits give companies a huge competitive advantage. When people get hooked to using a product, they don't easily switch to a competing product. #Hooked #UX #Design #HabitFormation #ProductDesign …see more