An article someone linked to me a few days ago made a distinction that I think is critical to understand. People don&#x27;t buy what they need, they only buy what they want. If you want to sell them something they need, you have to make it look like something they want.<p>Nobody wants Excel programming workflow management. But they definitely need it.<p>I can tell you why they don&#x27;t want it. Most people do not think in terms of infrastructure. Their job is a series of one-off tasks and they see little commonality between these tasks. Constantly fighting fires, never thinking to design a fire-proof building or procedures for preventing fires.<p>You ask them why and the answer&#x27;s always the same. No time. They&#x27;re too busy. It&#x27;s wrong, but they don&#x27;t have the skill set they need to understand <i>why</i> it&#x27;s wrong.