The do-nothing case

Why a customer would reasonably continue as they are.

The part

What it is

Inaction is rational when the pain is tolerable, the switching cost is real, or the risk of change is concentrated on the person deciding.

Written out, this case usually explains most lost deals and points at changes that have nothing to do with the product.

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 inaction, which is what most propositions are actually arguing against.
Reason shared type
Switching cost
What change costs the customer in effort, risk and disruption.
Measure shared type
Who carries the risk
Change is often blocked by the person who would personally carry the downside.
Role shared type