Overcoming customer anxieties is a very big deal. Think of it this way: the job has to have sufficient magnitude to cause people to change their behavior—“I’m struggling and I want a better solution than I can currently find”—but the pull of the new has to be much greater than the sum of the inertia of the old and the anxieties about the new. There’s almost always some friction associated with switching from one product to another, but it’s also almost always discounted by innovators who are sure that their product is so fabulous it will erase any such concerns.
