Most accounts of software churn assume dissatisfaction is the trigger: a team grows frustrated, a better tool appears, and the switch follows. In practice it often stalls at the last step. Companies renew tools they openly dislike, frequently while a stronger alternative sits in front of them. Drawing on the prospect theory of Kahneman and Tversky, this piece examines why staying can be the rational choice when the cost of leaving feels larger and more certain than the gain. It also turns the argument outward: for companies entering a new market, being better than the local alternative is rarely enough if switching feels unsafe to the buyer.

Buzzer raised $44 million, secured partnerships with major sports leagues and built a product around a genuine shift in how younger fans consume live sport. Within two years, the company had shut down its consumer app and wound down all operations, including a last-attempt pivot to a business-to-business licensing model. This is a strategic review of what Buzzer's trajectory reveals about the gap between audience insight, product capability and commercial readiness, and what companies considering a market shift can take from it.

Part I established why market research and market feasibility are distinct questions. Part II addresses implementation: how do you structure validation to produce decisions rather than reports? The answer lies in four feasibility domains. Technical viability validates whether your product functions in the target environment. Financial sustainability confirms whether unit economics support profitable operations. Operational capacity proves whether your organisation can execute at required scale. Competitive positioning tests whether you can credibly win share against incumbents. Each domain requires different validation methodologies that leadership synthesises into go/no-go recommendations before committing expansion capital.

In today’s competitive B2B landscape, aligning Ideal Customer Profiles (ICP) with competitive analysis enables businesses to sharpen market positioning, uncover growth opportunities, and build value propositions that truly resonate with target customers.