Geoffrey Moore: recommendation

Transcript context

…So I think the important takeaway there is there's always this advice of talk to customers, make sure they're happy, build what... Not necessarily build what they want, but make sure you're understanding what they need. But I think when your most important insights here is make sure you're talking to the right people. Which are essentially people in the next stage, essentially of the adoption life cycle. The more pragmatists. Yes. And they have to be the... I think you need to talk to the economic buyer as opposed to the end user, because the end user will be saying, "Oh, yeah, you're right. Oh, it's just terrible and we're oppressed." But if their boss doesn't want to sponsor it, it doesn't work. Which is hard, hard often when you're building B2B software, you just don't make it great. And then it's like, "Oh, these people don't actually care what they're buying it. They just have all these check boxes." And then another deadly sin, which you've touched on, but I think it might be worth sharing again, is just this idea, you call it the compelling reason, confusion, where instead of thinking about your compelling reason to sell, you think about what is the pain point you're solving, compelling reason to buy.…

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