We all have that friend we trust for recommendations of new cutting-edge products. But we also all have friends who are a little too “out there” for us to trust their recommendations. Enterprise sales works the same way: Regular, mainstream customers are risk averse and want to know that something is really going to work before they try it. Only so-called early adopters have a burning need for a new solution that is strong enough to overcome this friction. The same thing is true for new ideas and especially for new management practices.
