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How to lower barriers to change when building and selling products — Jonah Berger’s advice for founders

In Depth

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The Role of Identity in Product Adoption

One of the things you mentioned a minute ago is the role of identity. Many companies in many industries want to think of themselves as technology companies. People care what group they're part of, people care what other people think about them. So understanding what those identities people want to hold are can often be a powerful motivator.

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