>Changing consumer behavior Kevin Maney, in Trade-Off, posits that something needs to be 10x cheaper (or better, or faster or...) to compel someone to change a

>Changing consumer behavior Kevin Maney, in Trade-Off, posits that something needs to be 10x cheaper (or better, or faster or...) to compel someone to change a behavior. Ray Ozzie liked to apply this rule during his tenure at MS as well. Obviously, measure 10x cheaper is much easier than measuring 10x better but the point remains that if you're asking people to change their behaviors in any meaningful fashion, you need to give them real incentives. Edit: adding line break for clarity.