When you try to change someone’s self-image too much, it becomes unfamiliar and uninviting, and this in turn alienates your audience. If people think your product will require them to change in order to succeed, they're less likely to buy it.

In this video, I go over how you can help your customers become successful while changing them as little as possible so that they can retain the familiarity of their identities and still see improvement.

CHAPTERS:

Swim downstream: 00:08

The shadow self: 00:44

Crypto cowboys: 1:31

Bypass the constraint: 2:04

System failure: 2:41

Did you fail each time? 3:35

Commitment & consistency: 4:06

Survival of the familiar: 4:38