Behavior change almost always requires a mindset change.
It all goes into persuasion or moving people to decisions.
What would it take for you?
Seeing an ad?
A review from someone you don’t know?
A referral from a friend?
Many referrals from a big group of friends?
A financial incentive?
Having your existing thoughts crushed?
An experience you didn’t see coming?
No other option but to change?
How is that different for your customer?
Sometimes it’s changing the environment.
Sometimes it’s changing the social proof.
Sometimes it’s changing how easy it is to switch.