The Customer Problem Solution Methodology

At fire chase, we were trying to enter a new segment of airport ground support equipment. We thought that the customer for our product would be buying this, and probably somebody that was in operations or maybe their title was like risk management. But they didn't actually care about those fires, even though they happened more often. They only cared about the catastrophic fires wherelike the ground support equipment was catching the plane on fire. So rather than talk about down time and cost of repairing the equipment, the sales conversation that resonated with them was like, you don't want to see your logo on the side of a plane that's on fire. That's going to cause reputation damage. I and it