The Tired Promise of Efficiency

The Tired Promise of Efficiency

When we first talk to potential B2B software clients, we ask them what their value proposition is.  The #1 claim we hear is that their software increases efficiency for their customers. Whether it’s for finance, marketing, ecommerce, whatever, we always hear...
A Very Irrational Decision

A Very Irrational Decision

So often, I hear our B2B software clients tell us that their biggest competitor is not another company.  Instead, most deals get lost to the status quo.  A company just can’t overcome inertia to take action and make change. If you look at most B2B messaging, it’s no...

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