🚨If you're at a startup, work in marketing or CX please read🚨

Most people are so focused on the benefits of their product/service, they forget about the barriers that can stop people from ever adopting it. However good the product, branding or advertising, with high barriers you'll suffer.

CX'ers that aren't systematically dismantling these barriers are also missing a huuuge trick.

Rate each as red/amber/green/ then get to work.

Operational

• Installation - Can they get set up easily?

• Compatibility - Does it work with what they've already got?

• Competing Technologies - Are you built on the right tech?

• Functional risk - Does it actually work as promised?

• Distribution - Is the product physically available?

• Network Effects - Does it rely on mass adoption to be useful?

Financial

• Up front cost - Is the price point accessible to the target customer?

• Switching costs - Is it expensive to change providers?

• Financial risk - Is the level of security, warranties, etc. reassuring?

Experiential

• Trialability - Can they experience the value before committing?

• Training / expertise - Is it suitable for their level of competence?

• Strong fallback options - Are familiar alternatives within easy reach?

• Learned behaviors - Do interactions clash with existing mental models?

Good luck!

See this post on LinkedIn