It sounds logical: if you’ve got a product or service that meets a need, then your next step is to find people or companies that need it really, really badly, because they’re the ones who are most likely to buy it. Right?
Um, no. Not if some recent research into consumer behavior has anything to say about it. In fact, the people who need you the worst may be the least likely to buy your product or service.
Why? It has to do with cat pee, cigarette smoke, and a weird quirk of human nature.