Discontinuance - When adoption goes wrong

We all like to think about how we can encourage or speed up adoption of a brand or idea. What we rarely think about is how to stem the flow of people "de-adopting" or discontinuing it's use.

You only have to think about this if things go really wrong. Don't you?

Not so! Truth is that even for the newest brands and ideas, people are discontinuing as other people are becoming true adopters. The more you can stem the tide of this discontinuance, the steeper your overall adoption (and sales) curve will be.

So if you're really serious about making a product launch successful, or perhaps trying to remedy a brand disaster, you need to have a proactive look at where and how your discontinuance will, or is, happening.

We've written a little paper about it which might give you a few more ideas, which you can download by clicking here