"No, They Won't."

An excerpt from You Already Know How to Slam Dunk Using Web 2.0 with a quote from Jim Littlefield deserving of its own post:

Jim Littlefield, marketing advisor to VT KnowledgeWorks business acceleration center member companies...looked me right in the eye and said, "Ralph Waldo Emerson said, 'Build a better mousetrap and the world will beat a path to your door.'"

Jim pointed his finger in the center of the table for emphasis.

"No they won't," he said.  "Unless you tell them about it and how it benefits them, no, they won't."