Nice piece. The title is an instance of the more general case, "Why nobody can convince anybody to invest in anything." Good executives are primarily concerne

Nice piece. The title is an instance of the more general case, "Why nobody can convince anybody to invest in anything." Good executives are primarily concerned about the performance of their organization (whatever that means). Bad executives are primarily concerned about protecting their jobs (whatever that means). Neither one gives a shit about what you're selling. Find a way to incorporate whatever you're selling into the solution to their problem. In order to do that, you need 2 things: 1. Get them to define their problem. 2. Have something of value to offer as part of the demonstratable solution. Many of us hackers are pretty good at #2, but in the B2B world, still need to get better at #1.