What Customer Workarounds Can Reveal About Your Business Model

Customer workarounds (such as customers sharing accounts, or teams stitching together third-party tools) are not merely signs of product friction but early evidence that a company’s business model no longer matches how customers want to access, use, and pay for value. If firms fail to respond to customer workarounds, they leave themselves open to new competitors or to customers simply leaving. Companies should detect workaround patterns early, map them to distinct customer needs, build a portfolio of complementary business models, and monitor these signals continuously to capture demand before competitors do.