Overcome Inertia: Why People Won't Switch Even When a Solution is Better

Innovators often assume a great product will sell itself, but switching from an old solution is rarely straightforward. People stick to familiar brands, daily routines, or even make-do solutions simply because it feels safer and less mentally taxing. When a leading online bank launched, leaders wondered why some customers, though attracted to high-interest savings and low fees, took months to open accounts. Turns out, anxieties about depositing money online, fear of scams, and simply not wanting to set up a new password kept many on the sidelines. To address this, the bank opened inviting, in-person cafés—not to do banking, but to reassure people the company was real. Once friction eased, adoption jumped.

Behavioral psychology, especially Kahneman's work on loss aversion, explains that people fear losing what they already have more than they desire new gains. Overcoming inertia means designing experiences that lower anxiety, reduce friction, and build trust before asking someone to commit all the way.

Take a close look at the habits, comforts, and routines that keep your users (or yourself) stuck in old patterns. Write down exactly what’s familiar and reassuring about the current way of doing things, then jot down every fear or question that might crop up at the thought of switching. Make a chart with the reasons to change on one side and the friction on the other, and for every sticking point, brainstorm a concrete way to make switching feel safe—risk-free trials, friend referrals, or transparent step-by-step guides. It’s often these small trust-builders that tip the balance—so why not give it a shot next time you want to help someone make a change?