Not having concrete examples, but the book 'crossing the chasm' claims, that the majority wont buy from you whatever you have and they need unless they know 2 o

Not having concrete examples, but the book 'crossing the chasm' claims, that the majority wont buy from you whatever you have and they need unless they know 2 other companies (succesfully) using your product. Supposedly the step from a few sales to fully tapping the market is hard even if you have great products.