We all see it time and time again - companies chasing a fad.  Or maybe not a fad, but they are chasing "group think" - a broad consensus that a market is ripe for the picking, when in reality it is unproven.

Take for example the incredible rise in CLEC's in the mid 90's (competitive local exchange carriers).  So many companies were formed to go after the deregulated telco market.  But in the end, the infrastructure costs combined with the reluctance of business customers to change carriers led to the demise of virtually every one of them.

I see it often - in their marketing and sales efforts, companies "tell" their prospects what they "need to know".  I have bad news -- they don't care.

You've heard it perhaps a thousand times before:  Tell prospects about your features and benefits.  Make them understand how great you are.  Heck, you built it, so be sure to tell them about all the cool features and capabilities of your product.  But in the end, they just don't care.  I'll bet you a nice steak dinner that the majority of time that companies present their solution, many of the prospects in the room are daydreaming about their weekend plans or how much work they have to do that day.