Every business, product, and idea faces an initial resistance. It has been coined as barriers to entry, or change aversion, or competition. It is the inherent propensity for an object in motion to continue along its current trajectory. Inertia.
The effort to change is perceived as greater than the potential benefit your customer will enjoy. This requires us to exert a force great enough for people to take notice. That might be marketing, or advertising, or maybe intentional customer inspiration.
You owe it to your potential customers to ensure they know about the phenomenal value you can add to their lives. If not, you doom them to a life of uninspiring solutions. Consequences of the decisions they made before they knew better.
Originally posted here.