That's awesome. Thanks for the link. I particularly like two things here. One was how the founder bootstrapped the business by straight-up asking old clients in his network to pay him enough to get started. You don't here about that much in HN writing on startups but it's extremely common in consulting with untapped potential outside of it. The other was this quote:

"It's difficult for inexperienced merchants to recognize value. We'd spend countless hours trying to explain 'pain' and our cure but some just didn't care because they handn't felt it yet. With our limited resources, we had to figure out a way to only work with those who valued the medicine we were offering."

That's brilliant. It's brilliant because it might be the trick to getting more uptake in my niche, high-assurance systems. They cost more with some sacrifices to use. Most won't buy them since they don't see the benefit. Yet, such methods are utilized in railways, airplanes, some industrial controls, and some defense organizations. They've felt the pain of failure on their bottom line. So, there's always a niche that prefers paying a bit more to eliminate lots of risk and uncertainty out of their operations. Plus headaches. Money you spent upfront isn't pleasing to look at but you can almost forget about it vs stress of occasional fire-fighting in random places.