We saw value in it at one point and now

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Status quo bias: it’s just the way of things.


Reevaluating it would be too time-consuming or it’s simply too ingrained into our operation at this point. This can be especially true for expenditures that “fly under the radar” or are otherwise too small or deployed in limited scope to warrant greater scrutiny. Ironically, it can also be true for larger expenditures as anyone who’s been through a legacy ERP deployment or home renovation will tell you!
Time to value is uncertain: Are we using it correctly? Have we tried it for long enough to see the impact? Was this solution supposed to be fast-acting or long-lasting? (a sentiment equally applicable to enterprise software, gym memberships, or nasal spray) In some cases, it may indeed be too soon to tell.


In others, we may not have used the product or service correctly.
It’s too hard to measure: As customer buying habits thailand telegram data become more complex, assessing the impact of our discrete sales and marketing efforts becomes much more difficult. For example, a buyer may click an ad for your product on social media, but only make a purchase after hearing about it again at a conference and reading an online review from another customer.
While this binary paradox of ROI may obfuscate the true value of your solution for a period of time, it doesn’t mean your solution will be safely entrenched forever.


In other words, just because your customers may not be able to easily assess your product’s value, doesn’t mean they’ll keep it. However, there is one force that, in many ways, is more powerful than ROI. One that can keep the hatchet from falling on your solution prematurely. Advocacy. That is, someone, or better yet, a cohort of people who are willing to stand up and defend the value they get from your solution.

To appreciate the power of advocacy in action, let’s say you sold an online knowledge base product that one of your customers was debating whether to shut down.