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Product Purgatory: When they love it but still don't buy
When even "free" is too expensive.
At our company WP Engine, we made both our website and user portal accessible, which not only generated appreciative messages but also sales, as those customers chose us over competitors. Examples: Regulatory compliance, industry certifications, public declarations of strategy, entering a new market, buying another company, dealing with a competitive shift in their market, preparing for or just having closed new fundraising (especially IPO), modernizing legacy systems, customers publicly demanding new requirements What kind of emergency would force a company to buy something? Examples: Getting sued, executive turnover, a PR debacle, a negative analyst report, a competitor with a loud, large announcement, a significant employee leaving, a public security breach, regulatory investigation, market-share decline, supply-chain disruption, manufacturing defect, scaling issues What competitive pressures create urgency?
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