The “Lower your aquisition costs by 66%” resonates with the CFO, who will drive past the board every day until he remembers to tell someone in passing to “investigate this twilio thing”. From there the cogs of the org start turning and 6 months later out rolls a several million dollar order for Twilio.

To everyone’s surprise the bill is 20% higher a year after release, but by that point everyone responsible for it has already been promoted.