The Endowment Effect in B2B: Why Your Customers Won’t Leave (Even When They Should)
It is April 1st. A day for pranks, tricks, and manufactured surprises. Here is the real joke hiding in most B2B boardrooms: leadership teams spend enormous energy trying to win new customers while quietly ignoring the behavioral science that keeps existing customers loyal, sticky, and growth-ready — even when a competitor is offering something …
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