Build Products that Change the Game: A Marketer's Guide

Marketers love to discuss "loyalty." We build campaigns, funnels, and even entire strategies around the notion that once a customer “prefers” our brand, they’ll stick.

Unfortunately, preferences are not stable.

My recent research shows that user behavior is much more dynamic. As we engage in more overstimulated digital environments, people will flip and switch their choices often, not necessarily because their choice is the best bang for their buck, being price or features, but because of cognitive load, fatigue, or situational pressures.

Think it this way:

• A professional who normally connects with Zoom may use Google Meet if they are fatigued and want just something simple and quick.

• A customer who usually uses Paytm may just use PhonePe because, at the moment, it just feels less daunting.

• A rider who usually prefers Uber and they are in a hurry may use Ola or Rapido just because it starts faster, not because it is the better option. These are secondary preferences: situational shifts that override long-term loyalty.

For marketers, this changes everything. If customer behavior is context-driven, then fighting purely on brand equity or feature wars won’t cut it. Instead, brands need to:

• Design for simplicity under stress - meet users where their cognitive load is.

• Anticipate situational switches - and reduce friction at those moments.

• Market for states of mind, not just demographics.

My new research reframes adoption, design, and competitive strategy. The companies that win aren’t necessarily the ones with the most features or the lowest price - but those that recognize when and why their users are most likely to switch.

👉 My paper introduces this framework in detail, but the marketing takeaway is clear: don’t chase loyalty as a fixed state - build for dynamic, situational choice.

Life Update: 

• We are closing operations at my marketing firm - RankShark Media. Only our closest clients will stay onboarded for consulting and advisory.

• I have started a full-time MBA/PGDM to structure my career and my approach better. And I am looking forward to getting a good summer placement at a reputed firm! References are highly appreciated!

• I will be achieving my long-term goal of writing a book on “User Behaviours x Marketing” in the next two years. Starting with my academic research paper, which will be published soon.

Peace out,
Ayush Tanwal