When someone considers your product or service - there is a potential exchange in momentum.
There is a potential exchange in momentum because people can't just adopt your product or service out of nothing - they have to replace in the process to do that.
They have to stop using another product. They have to change their setup. They gain time over here. They loose time over here.
Each product or service creates this cause and effect type of situation.
The clearer we can get about these cause and effect relationships - and ask: What do they have to change or give up to use my product or service?
And: when they start using the product or service - how do they change?