In the late 1990s, during the dotcom rise, my company, NetApp, tried without success to sell our products to Wall Street. I remember a sales call with the CIO of a large Wall treet firm. She started the meeting by saying: ”I think I know your story. You’re half the rice and have amazing new features besides, right It seemed like an auspicious start, ut she went on to say: ”Sorry, but my current vendor meets my needs, and cost isn’t an ssue because we’ve got plenty of money She was polite but completely uninterested. he didn’t think anyone else on Wall Street would be interested either, and she was right. hen there is no pain, there is no incentive to change Two years later, after the dotcom crash, we had a completely different encounter. This time she said: ”I’ve got to slash my budget. If you can really help me save money, I’d love to hear about it,

Website: http://blogs.netapp.com/dave/