College art students vs gov’t officials. It’s hard to think of two more different kinds of customers.<p>Selling to gov’t is hard, because they have a slow and heavyweight purchasing process. Selling to colleges is hard for the same reasons, and also they have small budgets. Selling management tools is very hard, because you have to get people to change the way they work. It’s very very hard to get senior officials to change their process.<p>If your business works, you’ll spend 1&#x2F;3 of your waking hours for 10+ years talking to your customers. You can only sustain this if you sincerely like working with them. Whom would you rather spend that much time with?