While recently listening to a deal pitch-review, I watched a number of entrepreneurs selling “a better mousetrap”.  Although they  had some improvements in their technology- focused value proposition, they  failed to understand the inhibitions to adoption in the market.  I asked them to focus their attention on the inherent switching costs for customers who are choosing this new alternative solution to a business problem.  They did not understand what I meant.

mouse trap

I call . . .
→ Read full post: The 10% Better Mousetrap Fallacy