Great advice John! You should write a book. :-)

Breath of fresh air! I read a stat recently from TechTarget that something like 67% of security buyers don't know what category of product they are buying until time of purchase. And on calls we hear this again and again. Market confusion by flood of products, confusing value props and plenty of "next gen".

I feel for the buyer.

Great article, John. It reminds me, as a leader of a security vendor, to keep things simple and make our messages contextual. I am sending your letter to my management team -- good stuff. Thank you.

Best advice ever from a buyer.

Great article. What would you title the subject line for this email to your prospects?

Thanks,

Kyle

Good stuff. It's hard not to become skeptical and cynical. But sometimes someone has "something" that just might, with a little work, solve a problem, help the company save money, or help a company make money.