[btown]

This is absolutely true in less regulated/IP-paranoid industries. I work with (a specific vertical of) small business owners who will talk your ear off about their problems, exactly as you said (though then there's the at least tractable problem of filtering through the noise!). But life sciences and pharma... your potential users' livelihoods and even freedom may be on the line if they say too much. You'll need to be seen as trusted, not just someone with a compelling story, no matter how compelling. Which means it's very hard to break in.