“Switchers” — Customers don’t just buy a product — they switch from something else

And customers don’t just leave a product — they switch to something else.

Or is this correct?

There are inherent traits that predisposed us to switch or change. People that have a high degree of openness to experience, one of the big five personality types, can be predisposed to change more so than others.

It’s in these switching moments that the deepest customer insights can be found and are easiest to uncover.

I agree. I just think it’s easier to segment people into groups of openness to experience versus not at the very least. That information can be calculated and predicted before an interview. How people see the world is very different based on their traits and personality.


Christian’s work on this document is great. I think his work would be more powerful with an empowering technology.

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