[leecho0]

Any thought about what to do if you didn't follow the advice? Our startup is 10 months in trying to convince a non-early adopter to buy our enterprise product. They want the product, but like the article claims, they are too risk adverse to just buy it without months of testing.

Should we stick it through to make it as main stream as fast as possible (we chose the client for their effectiveness as a reference) or backpedal and look for early adopters?

[essayist]

You might find Sharon Drew Morgen's work helpful.

For instance: http://sharondrewmorgen.com/2011/07/why-arent-our-prospects-...

(My only connection is that I've read two of her books and talked to her on the phone once.)

TL;DR: "A purchase is a change management problem."