I received a compelling advertisement for a new internet service provider, which almost worked. But alas, it failed in step 2 because the friction was too much to overcome.
I don’t need a new ISP, nor was I actively looking for one. But the advertisement offered more at a much better price. Eyebrow raised.
Step 1 check — advertisement compelling enough to overcome the friction of entertaining a change.
So I called the number provided. Step 2 engaged.
“I’m not interested in the $9/month equipment rental fee. I will provide my own. Can you confirm for me what I need?”
“Oh, sir, we don’t recommend that approach.”
“Is it possible?”
“Yes. You will need to do your own research.”
“OK. Now I want to confirm the details of the offer. My ad says 500 Mbps at an introductory price of $39.99 per month.”
“Hmmm…I’m showing that the cheapest offer to your address is 100 Mbps for $54.99 per month.”
“Can you tell me what is the price of 500 Mbps?”
“I show that as $44.99 per month.”
“OK, thanks for your time. We’re done here.”
Unfortunately, they never got a chance to delight (or annoy) me in step 3 — installation. I was primed and ready to change, but the friction became too much to overcome.
If you’re trying to compel change, whether a service, habit, or belief, make sure all steps of your process focus on overcoming friction.
