An article someone linked to me a few days ago made a distinction that I think is critical to understand. People don't buy what they need, they only buy what th

An article someone linked to me a few days ago made a distinction that I think is critical to understand. People don't buy what they need, they only buy what they want. If you want to sell them something they need, you have to make it look like something they want. Nobody wants Excel programming workflow management. But they definitely need it. I can tell you why they don't want it. Most people do not think in terms of infrastructure. Their job is a series of one-off tasks and they see little commonality between these tasks. Constantly fighting fires, never thinking to design a fire-proof building or procedures for preventing fires. You ask them why and the answer's always the same. No time. They're too busy. It's wrong, but they don't have the skill set they need to understand why it's wrong.