Let’s say you’re the one at your company who has to convince a boss to make an investment in technology.

Too often technical leads get this wrong, says Peter Coffee, the Salesforce VP of strategic research.

“Technologists show up with a basket of cute little kittens to business leaders with a cat allergy,” Coffee said to an audience of Salesforce users earlier this month. This was just a bit part of the keynote he gave at PhillyForce, the popular local user conference that took place for the seventh year as part of Philly Tech Week 2019 presented by Comcast. But bit part or not, the perspective felt important and has been ringing in my ears ever since.

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