Interesting article which asks some interesting questions which PR's can learn from.
Some people 'get' what you are trying to do and other's won't. The skill is creating an opportunity for a conversation to find out why they think they don't need your services or products on offer. Understanding why others see things so differently to you is a great starting point for many businesses.
Remember the curious affair of the blue and black dress? Or perhaps it was gold and white to you. For a few days last year the photograph of the dress that looked one colour to some and different to others was all people could talk about. Blue dress people wondered what the hell was wrong with gold dress people – who were in turn bemused that blue dress people just couldn’t see it.