Operating Principle

2–4 min read

Your Real Competitor Is No Decision

Your Real Competitor Is No Decision

Your Real Competitor Is No Decision

Most considered purchases are lost to inaction, not a named rival.

Most considered purchases are lost to inaction, not a named rival.

Most considered purchases are lost to inaction, not a named rival.

Winning requires reducing the risk and effort of changing, not only beating competitors.

Winning requires reducing the risk and effort of changing, not only beating competitors.

Winning requires reducing the risk and effort of changing, not only beating competitors.

Winning requires reducing the risk and effort of changing, not only beating competitors.

Explore demand generation strategy →

Operating Question

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

Why It Matters

Winning requires reducing the risk and effort of changing, not only beating competitors.

Supporting Evidence

Brent Adamson et al., “The Challenger Customer”; status-quo bias research.

Research Notes

Apply with category context, audience attention, and the limits of available evidence in mind.

Practical Actions

Track no-decisions; reduce switching risk; sell the cost of status quo.

Continue Reading

Main Journal

All entries

Return to the complete Operator Journal library.

Main Journal

All entries

Return to the complete Operator Journal library.

Next Observation

Next article

Keep moving through the field notes.

Open the next observation

Next Observation

Next article

Keep moving through the field notes.

Open the next observation