The core insight that enterprises select products on familiarity over anything else, is valuable. I’m going to keep it in mind for future customer engagements.

> And they put it succinctly: buying from a small innovative company is brave while buying from a big, well recognised name is an insurance policy and the risk-averse buyer must have the insurance.

As the article notes, the alternatives from the large companies suck. So this is like buying fire insurance from a company that promptly sets fire to your house. You are buying the insurance while knowing you will need it because the disaster is already happening.