You're selling something they “add in” without having to rip-and-replace a prior system: If you're trying to call in and compete with DropBox or some financial system, to get a company to rip that out and replace it with your service, it's hard. You have to have a damn good reason for them to do it—a reason that you're 10 times better. It's much easier to look for opportunities where the buyer doesn't need to replace or trash an entrenched system that works “well enough.” Whether you call this white space, green fields, blue skies, or magenta flowers, look for that kind of market or way to
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