As a product manager, it’s easy to fall into the trap of thinking that your product is an important part of your user’s life or that you have a loyal customer base.

But that’s not always the case.

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Often there is an asymmetry at play: you think about the client a lot of time, while the client thinks about your product very little.

Imagine the product manager of a chain of convenience stores.

She may be convinced that customers come to her store because of their loyalty. But in reality, people might come to the store because it’s the closest one in the area. When they move to a different neighborhood, they may never set foot in that store again.

The same applies to digital products. Users come to solve their needs, and for now, your solution is the best they can find.

But someday, that might change and they may be drawn to another product. And the fact that they used your product for a while won’t stop them. There was no particular loyalty, user lock-in, or deep embedding.

Be realistic about the reasons users choose your solution. Don’t overestimate their loyalty to your brand and product.

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