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Medium
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Why Most Product Launches Fail: The Missing Bridge Between Features & Personal Stakes
- The article discusses the common reasons for product launch failures in B2B marketing.
- It highlights the importance of understanding the personal stakes behind user decisions for successful adoption.
- The author shares a case study of launching an AI-powered accounting solution during lockdown in France.
- The focus was shifted from product features to addressing personal struggles and fears of the target users.
- The Bridge Builder Framework is introduced as a systematic way to identify personal stakes driving behavior change.
- The importance of addressing underlying personal stakes rather than just solving the business problem is emphasized.
- Creating smart constraints to drive action and commitments to ensure meaningful adoption is recommended.
- A case study of AMI Compta illustrates the effectiveness of setting high standards for adoption rather than offering free trials.
- The article suggests that people adopt new behaviors, not just products, and behavior change occurs when personal stakes are understood.
- The article concludes by emphasizing the importance of creating a bridge between user reality and business ambition for successful product launches.
- The author advises focusing on how the product improves the user's daily life rather than just the features.
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