"Better" Is A Lie

Better only means something when it is attached to a tangible outcome in the customer's mind.

"Why can’t customers see that our product is obviously better?"

Because your assumed version of "better" is a lie.

Better only means something when it is attached to a tangible outcome in the customer's mind.

Neuroscientists and psychologists have been telling us since at least the 60's that humans move and orient themselves in the world through utility an…