We have to make it more than just ‘better’. It’s got to be worth the hassle of changing over. The previous sentence really matters when we launch anything. That’s the bit that provides the real context to a startup. What level of friction do our customers have to endure to engage us instead?
We might be lucky enough that they can simply choose us at a shelf instead. Or maybe they’ll need to undertake complex changes to access what we have brought to the market. Install software, change operating systems, create new habits, remember to come back, or communicate with strangers. A big part of starting anything is getting our audience past the associated friction they have to overcome.
It pays to know what these challenges are before we start. Sometimes making a better X is the easy bit.