Jason from 37signals points the difference between trying something and using something. Our first opinions about anything base on just few glimpses, a quarter of playing with software or even with just powerpoint presentation. Decision-makers usually only try the product, they don’t have to live with it. On the other hand true usefulness of a product is revealed after long hours spent on interacting with it. It’s not a domain of decision-makers. It’s a domain of common users.
I think the most important quote from Jason’s post is: “Eye candy shines during trial, but fades fast during use. Cool wears off quick, usefulness never does.” There lays one more thing – you can base your sale model on eye candies (“trying” side) or on references (“using” side). Very rarely on both.
I put usefulness above coolness. I believe that you start building your brand from customers’ maintenance teams. When they’re happy chances are good that decision-makers are happy too. And it doesn’t work in opposite direction.
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