> Non technical people need a reason other than ideology to switch. The product needs to provide a new value that doesn't exist or be so much better that it's o

> Non technical people need a reason other than ideology to switch. The product needs to provide a new value that doesn't exist or be so much better that it's obvious to everybody who tries it. It's not even that.. often it's just distribution. Often consumers don't really want to make a conscious choice, so taking it away from them in the distribution channel is the way to go. I remember doing studies on search engine switching rates. No matter how awful we made the default search engine, the vast majority of users would not even try using Google. It was AMAZING. I would argue that the browser wars have, to a much larger degree than we're prepared to acknowledge, been driven by distribution. Users don't want to make a choice. So that means you just need a strategy for winning the distribution channel game. Product design be damned.