Laird Smay compares the challenge of selling many of today's technologies to the challenge of convincing someone to eat a raw oyster for the first time. Today's technologies are transformational and require a new set of skills in order to generate demand for the changes these technologies entail. This book is a must read for sellers of today's transformational technologies. Smay brings logic and real life examples into the mix, and with his sprinkled-in metaphors and stories, this book is as fun to read as it is full of great material.