The inaction case

Why a customer would reasonably do nothing.

The part

What it is

Tolerable pain, real switching cost, and risk that lands on the person deciding rather than on the organisation.

Written out, it explains most non-decisions and points at changes that have nothing to do with the brand.

The smallest level

The attributes it carries

Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.

Reason to stay
The honest case for changing nothing.
Reason shared type
Switching cost
What change costs the customer in effort and risk.
Measure shared type
Who carries the risk
Who personally bears the downside of deciding.
Role shared type