(Baby) Food For Thought...

Baby food is not marketed to babies. It's marketed to mothers. If a
mom likes the marketing message -- and the taste, they'll buy it.
"Mother knows best", to turn a phrase.

Baby food is not the only thing that's not marketed to the end user.

Sometimes that's good. Sometimes that's bad.

For example, if you owned an automotive repair shop, your technicians
would be responsible for buying their own tools. But you are
responsible for supplying shop equipment (lifts, tire changers, etc.).

Yet, often shop equipment is marketed to the end user (the
technician), but not the final decision maker (the shop owner /
manager). Sometimes that's the same person. But  not always --
especially in larger shops.

It's best if you consider the person writing the check when you
create your sales and marketing messages. You may need to get a buy-
in from an influencer, but the check signer / decision maker may have
different priorities. You need to know who the final authority is and
connect with them.

In sales, you want to connect with that decider -- especially in a
corporate situation with layers of management to wade thru.

Takeaway: Sometimes it's easy to lose site of the opinion that's most
important. Who makes the decision on what you sell?  Are you
connecting with the right person or people?