You’ve found this amazing problem to solve for users who’d get huge value out of it, if only their bosses would let them use it
Disproof
You’ve identified the key purchasing decision maker, and have a way to make them decide to purchase
Consequences
You build the thing and then scratch your head about why it’s not converting
Best case you scramble a sales strategy that targets the right people. Pain ensues as you have to rapidly learn a completely different psychology
Worse case you’ve missed the fact that your industry works on extremely gate-kept tender processes or only buys from buddies at the country club
In complex B2B situations, it might not only be selling to the right people but the fact there’s an entire class of (super) user with a whole feature set they’ll need (admin tools, dashboards, reporting) that your product will be completely unsellable without, which you then have to add time to build
You run out of money and die
Causes
Occurs often when product gets structurally isolated from customers and value, sometimes out of a desire to ‘focus’ them on building, sometimes out of desire to ‘focus’ business development on the commercials
Can also happen when technically smart founding teams are breaking into a domain or vertical they don’t know about
Can also happen when the same industry is vastly different in another geography
Approaches
If your users are held hostage by the person controlling the purse strings, you have to consider their problems and motivations
And as such identify two sets of problems, design for the user's, position for the chooser's
This is almost universally a B2B problem, but it also crops up in strange places like educational products or anything bought by parents for children