To me this quote is about reluctance to change and looking back to the past.

The one competitor everyone has the is customer’s decision to do nothing.  If I am actively managing a problem of some kind, it means I have researched potential solutions, chosen one and I invested time and energy into implementing that solution.  That means the next solution has to outweigh the time and effort I put into my current solution; plus the time and energy to learn something new.  Hence my decision to do nothing.

This is why you need to talk to me, find out how I am currently solving the problem, and understand what would entice me to try something new.

• Customer Discovery
• Customer Value