Have you tried selling a new, unproven product to an entrenched industry like construction? I have, and it's much harder than refactoring spaghetti code or learning Haskell.

>To bring them into the fold, the team started running superintendent “Ask Me Anything (AMA)” sessions at the office, where the two goals were to celebrate them as experts in the field, and to learn as much as possible about their lives, work and problems.... During these events, the superintendents got to know individuals at PlanGrid too, and walked away bigger evangelists than they were before.

I haven't seen this done before, and it's a great idea.

Blueshirt associates at Firstround, aka the Yale rowing team.