Sometimes sales are inevitable.
In an old HBR magazine, I read about Kiva and its disruptive logistic robots. The technology was good but the price tag was high and they finally had to give away a free trial worth of $ 38 millions.
In the same vein, the story of the University of Phoenix revealed that American schools showed interest in change, in new technology, or in new business models only when they are about to be bankrupt!
On such times, Sun Tzu predicted thousands of years ago that sales are inevitable.
Let us each prepare for that.