No junior or middle manager would like to admit that they have a problem when faced with a new B2B solution that has the potential to vastly improve efficiency or reduce cost. Such an admission involves potentially admitting that the manager is not doing her job. The risks seem just too much with a new supplier, legacy systems and the fear of the unknown. A classic case of marketers trying to promote value as buyers try to reduce risk. And we are not just referring to purchasing and supply management folk- but the potential users of the new product that the marketers is trying to convince in the buying center.