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.