Adding positives vs removing negatives

Marketers like to add positives.

Especially when they should be removing negatives:

Do we want a sophisticated new ticketing system, or do we just want you to pick up the phone?

Do we care you got a fancy new CRM, or do we just want you to reply to our emails same-day?

Do we want your post-sale experience to stay shoddy while you pour more cash into pre-sale?

Do we care that you hired a churn reduction specialist, or that refunds are one-click simple?

Do we want your fancy new AI-powered chatbot, or a real person who wants to talk to us?

Removing negatives is often a faster path to improving customer experience than adding positives.