\\ 01 Table of Introduction 02 Recruiting Partners in the 04 Contents Swamp of Marketing Fog Maintaining Faith through the 08 Galewinds of Cost and Risk Bridging the Gap of the Four S’s: 12 Scale, Security, Spend & Supportability Avoiding the 16 Quicksands of Customization Surviving the 19 Desert of Procurement & Approvals Crossing the Ocean of Early Execution 21 The Golden Fields of Innovation 24 Closing 26 Startups Serving The Enterprise