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People pick products by analyzing benefits vs. costs. Most PMs will try to increase their product's benefits. But few PMs try to decrease their product's costs. One way to make your product win is to leverage switching costs. You can either "decrease the cost for switching from a competitor to your product". Or you can "increase the cost for switching from your product to a competitor". In this talk, you will learn how you can decrease or increase switching costs in 3 ways.