Right it worked well because it was done at a conference on big data, so everyone in the audience was primed. But finding targeted audiences is a good way to s

Right it worked well because it was done at a conference on big data, so everyone in the audience was primed. But finding targeted audiences is a good way to shortcut the context. Also important is knowing if your tool is early or late in the innovation cycle. If you're early on, then the biggest part of your job is convincing people they have a problem they need solving in the first place (arguably blockchain is in this phase right now, where a lot of what those companies have to do is convince people they are solving a real problem). If you're later on, like Cloud Spanner, people already know they have a problem and will be excited about a solution.