Is There a Barrier to Trial?

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Zappos put up a website and they sold people's shoes. They walked down to a shoe store, paid full price for the shoes and shipped them to people at a loss in order to test whether people would actually buy shoes online. That's a lot of upfront costs before I get any sense of whether it's actually gonna work. And so what I wanna do as an entrepreneur is lower that barrier to entry,. Make it easier for me to see whether something's gonna work or not.

Businesses want people to buy their products. Parents want their kids to eat their vegetables. We all want to convince someone to do something. So we push and we prod – but often to no avail. Wharton marketing professor Jonah Berger says there’s a better way. In this high-speed conversation with Rufus, he lays out his formula for removing barriers to change.