Why this framework matters Founder's focus on demand gaps. This is job one. But what about gatekeepers, those who can open or close doors to demand? It turns out gatekeepers have demand needs of their own. Plus, the gatekeeper's demand needs are often very different from those of the end customers those gatekeepers serve. Enterprise sales advice often treats gatekeeper resistance as stubbornness or lack of vision. This article uses Nobel laureate Douglass C. North’s in

The data-intensive, high-bandwidth information era has created massive improvements in economic efficiency. Our roads have been...