Fields as marketing or product design take the product or service as the leading material of their actions. We promote the capabilities of the service or the price. Leading to unique-selling points or marketing campaigns that feature a characteristic of the product. Rather, we have to start thinking outside-in claims Astrid Groenewegen.
The primary element of outside-in thinking is the psychology of the target audience. What influences the decisions or behaviour of these people that let them hold on to their current behaviour. If you are aware of these unconscious forces, then you'll be able to deliberately design behaviour.
Astrid Groenewegen - De Kunst van Gedrag Ontwerpen