Don’t Sell a Product, Sell a Whole New Way of Thinking
Harvard Business Review
JULY 18, 2014
When it is eventually launched in the market, there is an initial flurry of sales to early adopters, but then sales cycles become sluggish. Pilot customers are enthusiastic, but broader adoption is slow even with customer support and training. If so, they are operating with a different model of the current state.
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