(5 1/2-min read) And we're back... to our series dealing with the six problems we've identified in our work with B2B SMBs. Often heard from startups, and new entrants into a market, it's "Our potential customers don’t know they need us." Variations include: "We’re way ahead of the curve", and "our potential customers are stuck in a time warp". We get it. Your potential customers aren't buying your product or service, even though what you're offering is better than the competition, and you've worked hard on your value proposition to clearly show what problem you solve and how this differs from what's out there. What if your problem is just that you're an unknown quantity?