Four reasons your version of better might not be enough

• I might not know about your better, because the world is so noisy I can't hear you.
• I might not believe it's better, because, hey, people spin and exaggerate and lie. Proof is only useful if it leads to belief.
• The perceived cost of switching (fear, hassle, internal selling and coordination, money) is far higher than your better appears to be worth.
• Your better might not be my better. In fact, it's almost certainly not.

Seth Godin