"Nothing Fits Us" Isn't Always the Real Problem

"Nothing out there fits us" usually is true — but there are a few different reasons why, and each one calls for a different fix. Some businesses are shaped like nothing a vendor builds for. Some have outgrown the small end of a category built for bigger players. Some are searching under the wrong label entirely. And some would fit an existing tool just fine — if they were willing to give up what makes them different.