Finding the Hidden Roadblocks

When a business struggles to sell its products or services, the usual reaction is to look inward. Maybe the product needs more features. Perhaps the price is too high. Or it could be that the marketing isn’t effective enough. These are all important factors, but sometimes the real problem lies outside the business itself – in the customer’s world.

This idea comes from a concept called “The New Couch Problem.” It’s a way of thinking about the hidden reasons why people might not buy something, even when they like it. These reasons often have nothing to do with the product itself, but rather with obstacles in the customer’s life or mindset.

Let’s break this down with some examples and explore how businesses can uncover and overcome these hidden roadblocks.

The Story Behind the Name

The term “New Couch Problem” comes from a real-life example in the furniture industry. An online store selling custom-made sofas noticed that many customers would spend hours designing their perfect couch, add it to their cart, but then never complete the purchase. At first glance, this seemed puzzling. The products were high-quality, the prices were fair, and people clearly liked the designs. So what was the problem?

After some investigation, the company discovered an unexpected issue: customers didn’t know what to do with their old couch. Most people already had a sofa and weren’t sure how to get rid of it. This uncertainty was enough to make them hesitate on buying a new one.

The solution was surprisingly simple. The company started offering a service to remove and recycle old couches when delivering new ones. This small change led to a big increase in sales. By solving a problem that wasn’t directly related to their product, they removed a major obstacle for their customers.

More Examples of Hidden Obstacles

This idea of hidden roadblocks applies to many different industries. Here are a few more examples:

  1. The Pressure Cooker Rebrand

Pressure cookers have been around for centuries, but many people were afraid to use them. There was a widespread fear that they might explode. In 2010, a company called Instant Pot tackled this problem not by changing the technology, but by changing how people thought about it.

They never used the word “pressure” in their marketing and designed their product to look friendly and safe. This approach helped them overcome the hidden fear that was holding back many potential customers.

  1. The Cake Mix Dilemma

In the 1950s, companies selling cake mix couldn’t understand why sales weren’t growing. The mixes were convenient – just add water and bake. But a psychologist named Ernest Dichter discovered that this convenience was actually the problem. Many women (the target customers at the time) felt guilty using a mix that was too easy. They felt like they weren’t really baking.

The solution? Companies changed their recipes to require adding a fresh egg. This small extra step made people feel more involved in the baking process and sales took off.

  1. The Pet Problem in Women’s Shelters

A worker at a shelter for women escaping domestic abuse noticed that many women would come to the shelter, but then leave without entering. It turned out that the “No Pets Allowed” sign was the problem. Many women couldn’t bear to leave their pets behind, even to escape an abusive situation.

The shelter solved this by creating a nearby facility where women could keep their pets safe. This removed a major barrier that was preventing women from seeking help.

  1. The Fear of Messing Up

In the world of business software, salespeople often assume that they need to convince customers that their product is better than what they’re currently using. But sometimes, that’s not the real issue. Many potential customers already know the new product would be better, but they’re afraid of making a mistake.

This fear of “messing up” – of choosing the wrong product and looking bad to their bosses or colleagues – can be a powerful hidden obstacle. To overcome it, salespeople need to focus on making the customer feel confident and secure in their decision, rather than just highlighting product benefits.

How to Find Hidden Roadblocks

Now that we understand the concept, how can businesses uncover these hidden obstacles? Here are a few strategies:

  1. Ask “Why” Multiple Times

When talking to potential customers, don’t stop at the first answer they give you. Keep asking “why” to dig deeper into their thought process. For example, if someone says they’re not ready to buy, ask why. If they say they need more time, ask why they need more time. This can help uncover underlying concerns or obstacles.

  1. Look at the Bigger Picture

Try to understand the context of your customer’s life or work. What happens before and after they might use your product? Who else is involved in their decision-making process? Understanding these factors can reveal hidden roadblocks.

  1. Watch User Behavior

Use tools that let you see how people interact with your website or product. Look for points where people hesitate or leave. These could be signs of hidden obstacles.

  1. Measure Time Between Actions

If there’s a long gap between when someone shows interest in your product and when (or if) they buy it, that could indicate a hidden roadblock. Try to find out what’s happening during that gap.

  1. Learn from Competitors

Read reviews of similar products. Look for comments that hint at concerns or problems that aren’t directly related to the product itself.

  1. Consider Emotions

For each feature of your product, think about how you want people to feel when using it. Are there any negative emotions (like fear or guilt) that might be holding people back?

Overcoming Hidden Roadblocks

Once you’ve identified a hidden obstacle, the next step is to find a way around it. This might involve:

  1. Adding a New Service: Like the couch company that started offering old couch removal.
  2. Changing Your Marketing: Like Instant Pot avoiding the word “pressure” to sidestep fears about pressure cookers.
  3. Adjusting Your Product: Like cake mix companies adding an egg to their recipes.
  4. Providing Extra Support: Like salespeople focusing on making customers feel confident in their decision.
  5. Addressing Concerns Directly: Sometimes, simply acknowledging and discussing a concern can help overcome it.

The key is to think creatively and be willing to look beyond your product itself to solve customer problems.

Why This Matters

Understanding and addressing hidden roadblocks can be a game-changer for businesses. It can help:

  • Increase Sales: By removing obstacles that are holding customers back.
  • Improve Customer Satisfaction: By solving problems customers might not even realize they have.
  • Stand Out from Competitors: By offering solutions that go beyond the product itself.
  • Build Stronger Relationships: By showing a deep understanding of customer needs and concerns.

In today’s competitive business world, it’s not enough to have a great product or service. To truly succeed, companies need to understand the full context of their customers’ lives and be willing to solve problems that might seem unrelated to their core offering.

The next time you’re struggling to understand why customers aren’t buying, remember the New Couch Problem. The answer might not be in your product or your marketing – it might be hiding in the unseen obstacles of your customers’ lives. By finding and addressing these hidden roadblocks, you can unlock new levels of growth and success for your business.