One that may go away or lose relevance in the near future. Ben Thompson at Stratechery explains# the phenomenon I have called becoming very good at what used to work:
The problem for PayPal is that, as noted, peer-to-peer payments is a “square”-shaped problem; all of PayPal’s internal incentives are designed to solve this problem first-and-foremost. That’s why when it comes to a new problem, like easily enabling an individual or small business to be a merchant, PayPal is markedly inferior to what is on offer from startups like Stripe (for e-commerce) and Square (for offline purchases).
The thing is you cannot market your way out of mis-alignment with what people prefer to use for the job they need / want to do.
Designing incentives around the problem that needs solving is one way to create that bridge -- however that requires change, and often the people most resistant to it are those who have figured out how to work within the current system comfortably.
Valeria is an experienced listener. She designs service and product experiences to help businesses rediscover the value of promises and its effect on relationships and culture. She is also frequent speaker at conferences and companies on a variety of topics. Book her to speak here.