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Let's be clear: some products struggle because they fail to solve an important problem. However, others solve it remarkably well but find themselves trapped in lengthy sales cycles, endless demonstrations and opportunities that seem promising until, quietly and without any obvious reason, they simply fade away. After years working with industrial and technology companies and startups, I have come to believe that these are often two very different situations. The second one ha

There is a sentence I hear surprisingly often. "Our product is better than the competition." Sometimes it's true. It rarely changes the outcome. For years I worked with companies developing genuinely impressive products. Engineers solving difficult technical problems. Teams investing years into innovation. Products that deserved attention. Some became market leaders. Others remained remarkably difficult to sell. The interesting part was that the difference was rarely technica