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In business, we’re trained to look left and right, keeping tabs on our direct competitors. But what if the biggest threat to your growth isn’t a rival company? What if it’s something else entirely—like the status quo?

For many companies, the most formidable competitor is often inaction. Convincing customers to break from their current habits, try a new product, or change the way they do things can be harder than outsmarting a rival. Today, we’re breaking down why “do nothing” is the real competition for most companies—and how to overcome it.

💤 Competing with “Do Nothing”: Netflix vs. Sleep

Netflix is a masterclass in redefining the competition. Reed Hastings, Netflix’s CEO, famously pointed out that their biggest rival isn’t Hulu or HBO—it’s sleep. Yep, Netflix realized the real fight was for attention, not just viewership.

Instead of just competing with other streaming platforms, Netflix zeroed in on keeping people watching. Features like autoplay, designed to hook viewers into “just one more episode” mode, without giving them a breather to reconsider.

The Takeaway: Sometimes, the biggest challenge isn’t a competitor with a shinier product—it’s customers’ natural habits. Netflix’s real competition? Human nature itself.

🔍 Why “Do Nothing” Is a Silent Growth Killer

Why’s it so tough to shake customers from the status quo? Here’s why “doing nothing” might just be your toughest competition:

The Comfort Zone of Familiarity
People are wired to stick with what they know. If the current solution feels “good enough,” they might not see the need to change—even if the benefits are clear.

The Perceived Cost of Switching
Swapping out one product for another isn’t just about price; it’s also time, effort, and maybe even a few headaches. The more overwhelming the switch looks, the more customers hit pause and keep things as is.

Fear of the Unknown
New solutions sound exciting, but they come with a side of risk. If customers aren’t totally confident that the new thing will live up to the hype, they’ll likely pass.

Ass Saving disguised as good decision making

🎯 Overcoming the Status Quo: Practical Tips for Companies

If you want to beat the “do nothing” mindset, your approach should focus on reducing the barriers to change and making the benefits of switching obvious and compelling.

Here’s some tips on how to do it:

1. Make the Cost of Doing Nothing Clear

• Emphasize Pain Points: Point out the issues your audience is currently facing and the potential negative outcomes of staying where they are. Help them realize that sticking with the status quo isn’t just a neutral decision—it has real downsides.

• Use Data: Show hard numbers that highlight what they’re missing by not switching. For example, “Our platform saves the average team 20 hours per month” makes it clear what inaction could be costing them.

Example: Slack often points to how email slows down productivity. By highlighting the inefficiencies of sticking with email, Slack makes the status quo look like a less attractive choice.

2. Lower the Switching Costs

• Offer a Smooth Onboarding: If switching feels complicated, customers are more likely to hesitate. Simplify the transition process with a well-designed onboarding experience that helps users get up and running quickly.

• Provide Support: Make it easy for customers to get answers by offering live demos, dedicated account managers, or onboarding specialists who can guide them through the process.

Example: HubSpot offers free migration services to make switching easier, minimizing the perceived hassle of moving to a new CRM.

3. Reduce the Risk of Trying Something New

• Start with a Free Trial: Offer a trial period to let customers experience the value of your product without risk. This gives them a chance to see the benefits firsthand and makes the decision to switch less intimidating.

• Highlight Success Stories: Show customers that others have made the switch successfully. Testimonials, case studies, and user stories can help potential customers see that change is doable and worth it.

“Nobody got fired for buying IBM” — a classic business mantra that perfectly captures the comfort of playing it safe. It’s the idea that sticking with a big, reputable brand like IBM feels like the risk-free choice, even if it’s not the most groundbreaking. Why shake things up when you can rely on what’s already trusted?

4. Keep Reminding Them of the Benefits

• Consistent Messaging: Reinforce the benefits of your product over time. Use email drip campaigns, remarketing ads, or product updates to keep reminding customers what they’re missing.

• Show Immediate Wins: People are more likely to switch if they see instant benefits. Help new users achieve a “quick win” within the first few days so they’re less likely to revert to the old way.

Example: Notion sends onboarding tips and success stories right after sign-up, showing users how to get immediate value from their platform.

🚩 Avoiding The Objectivity Trap

Let’s talk about a concept from marketing expert Rory Sutherland that’s particularly relevant in B2B sales: the Objectivity Trap.

In many B2B buying scenarios, the decision isn’t made by a single person but by a buying committee—a mix of economic buyers, decision-makers, procurement, legal, and others. With so many people involved, the decision process becomes less about finding the best tool and more about avoiding risks.

In other words, the question often shifts from “Which software will help us the most?” to “Which software purchase is less likely to get me fired?” This mindset pushes committees toward the familiar or “safe” option, even if it’s not the most effective. It’s not just about choosing the best solution; it’s about minimizing personal and organizational risk. As Rory puts it “Ass saving, disguised as good decision making”

How to Overcome the Objectivity Trap: To get past this bias, you need to convince decision-makers that switching is not only safe but also strategic.

• Build Trust with Clear Data: Provide objective data showing the impact and success of your solution. Metrics like ROI, time saved, or productivity gains help justify the switch and show it’s a decision backed by evidence, not just enthusiasm.

• Demonstrate Reliability: Emphasize your product’s reliability and security, particularly if these are priorities for procurement and legal teams. Case studies from similar companies can help reassure stakeholders that the decision to switch is a sound one.

• Position as a Low-Risk Upgrade: Present your product as an incremental improvement over the status quo rather than a radical change. Highlight familiar features or integrations that make it easy to transition and minimize disruption.

💡 Final Thoughts: Redefining Your Competitive Landscape

Winning in the market isn’t always about outmaneuvering the competition—it’s about outsmarting the status quo. Show customers why “good enough” just doesn’t cut it, and suddenly, you’re not just ahead of your rivals; you’re the obvious choice.

So, who’s your biggest competitor?

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