Bonforte: Negative emotions like anger drive customer behavior changes better than delight
Jeff Bonforte · How two straight guys bought Grindr and made $2B · Oct 13, 2025 · at 1:10:47
Tech executive and investor Jeff Bonforte explains his 'emotional adoption curve' framework for identifying industries ripe for disruption.
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“Instead people tended, entrepreneurs tend to focus on making customers Like, delighting customers, making customers happy, and I said, we really should focus more on pain and frustration and anger. It's the negative emotions that drive behavior changes, not the positive emotions.”
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