Solution providers in every category are looking for ways to communicate the value of their products and services to businesses, and many do not consider that communicating value to a small business owner is not the same as communicating value to a larger and more established enterprise. There is research available which discusses why small businesses adopt IT, and how the importance (weight) of various factors change as the business grows. With small businesses fueling the economy and numbering far larger than their enterprise counterparts, it makes sense to understand just why small businesses buy. It’s also interesting to note that this research revealed that the different characteristics of firms and individual executives “did not have a unique effect on adoption decisions”. If the decision wasn’t impacted by characteristics of either the firm or individual executives, what does impact the decision?