The most critical part of this process is that it is one person at a time.

Equally simply, it is about adding value to that person, providing relevance and opportunity, whether it be within your team or as a prospective customer.

The sad part is that no one is hanging out to meet you or review your product. They’ve got too many other things on their plate to worry about what “you want”!

First step is engagement between you and them. Finding common ground, common opportunities, common interests, common values… if they’re there, you can build on them. If they’re not, you probably can’t. Be realistic with your analysis and judgement, and move on when appropriate… did we talk about “testing”?