Developing a customer’s trust in a product to the point that they’re willing to make a purchase is difficult with OSS tools. The trick is to build advocates in the industry or become the big brand. Common approach is to pick the fruit that’s already grown (ie the RFP) rather than planting seeds. The last-minute pitch (picking the fruit) is not the best answer, albeit a good short-term win. Seeding the product into the target market is the key. Build brand, build recognition and build demand as the long-term path to success.