“Hi! Remember me from the workshop you conducted in Market Validation?” The business owner sat down beside me and we chatted. He has an established business which is doing well, and has developed a new product which is available on mobile phones. The problem he is encountering is, his customers are comfortable with what they know and unwilling to change their buying behaviour, even though he can offer them more benefits.
We discussed a number of options he could use, including this one which has a gentle approach: Since he already has satisfied customers, he can confidently introduce them to his new service as part of what they are already buying, combining the new with the old. This means that get a chance to try out the benefits he is telling them about, and he gets them to give his new product a chance! The fun part is designing how to introduce using the mobile platform to make it the way his customers want to buy from him.