I think people struggle with this because: 1. They think the letter has to say "I will buy this today" instead of "I will buy this if it does xyz" 2. People th

I think people struggle with this because: 1. They think the letter has to say "I will buy this today" instead of "I will buy this if it does xyz" 2. People think someone seeing a product (e.g. build something great is all that matters) trumps everything.