The Competitive Displacement Play

We want to rip out an incumbent: [THE INCUMBENT, WHY CUSTOMERS STAY - CONTRACT, INERTIA, SWITCHING COST, WHAT THEIR USERS COMPLAIN ABOUT, OUR GENUINE ADVANTAGE AND WHERE WE ARE WEAKER]. Build the play: the switching-cost math we must beat (migration effort, retraining, contract tail), the wedge segment where the incumbent is weakest, the migration offer that removes the top two objections, the honest comparison page that survives the incumbent's rebuttal, and the proof assets - a migration case study with a timeline and a number.