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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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How to Lower the Cost of Change

Many of your listeners are probably familiar with the idea of freemium models. How do you solve this challenge of change? You make it less money, let's say, in the first period to try something. What would freemium be in a doctor sort of space? I'm a fleet management company for other firms. They don't allow you to test drive a car and see whether it's right or not. It's solving the annoyances over a long period of time that actually delivers a lot of value.

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