Coming from conversations with executive teams of technology companies, venture capitalists, and M&A advisers, the insights contained in Why Killer Products Don"t Sell are gold dust. First the book lays bare the claim that sales is sales is sales. It exposes the 4 very different "Buying Cultures" and how they should be approached: Value Offered, Value Added, Value Created, and Value Captured. But it also gives a proven methodology for assessing a company"s product mix ("offering" vs "buying culture"), and a transformation approach to optimize sales and improve competitiveness.