06/04/2026
Why do people stick with a broken solution even when a better one exists? This is the question that keeps product teams up at night — and our digital consultant Fabio Tantaro has a sharp answer: https://en.specifiglobal.com/blog/not-all-problems-deserve-a-software-solution/
It's not about the quality of your product. It's about four forces:
→ The pain of the current situation (yes, something is broken)
→ The appeal of your solution (yes, yours is better)
→ The anxiety about switching ("what if it doesn't work?")
→ The comfort of existing habits (slow and clunky, but familiar)
Here's what most software companies get wrong: they think they have a value problem. In reality, they have a perceived risk problem.
Customers don't say "I'm scared." They say "let me think about it" or "maybe next quarter."
Change only happens when the two forces pushing forward outweigh the two pulling back.