A company's biggest challenge usually isn't competition from its rivals, it's breaking through its customers' apathy and unwillingness to give new solutions a chance, August Turak writes. Clients have perfectly rational reasons to resist change and avoid risky purchases, so it's up to companies to coax them along. "In most cases we don't lose the deal to direct or indirect competition. We lose deals because the client does nothing at all," Turak says.

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