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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 Status Quo Bias

People have what is called the status quo bias, which is they have a tendency to stick with the status quo. There are kind of three key reasons that underlie this status quo bias. One is ease. It's just easier to do things we've done previously. And it's also about attachment. The longer people have lived in their house or apartment, the more they value it above and beyond market price. They can't imagine letting it go. You can make really good chemical change by pushing them hard.

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