I’m a big fan of the product forces aspect of the Jobs-to-be-Done framework to help teams think through the challenges they need to overcome to get customers to adopt their product. In Product adoption: how to get customers to embrace your product the Intercom team discusses the product forces, as well as some strategies for overcoming those forces. For example, on decreasing attachment to the status quo:

What can you do to draw your prospects’ attention to your benefits over their feelings of belonging? It may be as simple as promising a feature they’re desperately missing (like online privacy) or mentioning the support options you have in place (so they don’t have to ask a friend for help).