Customers Pay to Avoid Loss, Not to Learn a New Workflow.
Adoption cost kills many products. The strongest value proposition is often loss prevention, not novelty.
A common startup mistake is selling customers on a brand-new way of working. Even when the tool is better, the customer has to absorb behavior change, process change, and organizational friction.
Most buyers are not paying for experimentation. They are paying to stop losing time, revenue, position, or momentum.
Founders should pitch in that language: what pain is already expensive today, and how quickly your product reduces that downside.