The structural reality of selling B2B tech in sports and media

This lesson sets the foundation for the entire course. Before talking about products, innovation, delivery, or partnership, it clarifies the structural environment in which B2B tech vendors operate in sports and media. Many frustrations vendors experience do not come from weak execution or poor intent. They come from misreading the system they are selling into. Lesson 0 explains why sports and media organisations behave differently from typical enterprise clients, how power and accountability are distributed, and why live operations, visibility, pace, and accumulated complexity shape outcomes in ways vendors often underestimate. The goal of this lesson is to help vendors recognise what is structural, what is within their control, and where judgment matters most. Everything that follows in the course builds on this shared understanding.

1. § 01Why this lesson exists
2. § 02Sports and media as a client environment
3. § 03The vendor's structural position
4. § 04Why "partnership" is an unstable word
5. § 05Live operations change accountability
6. § 06Visibility and accountability
7. § 07Pace as a structural force
8. § 08Complexity accumulates quietly
9. § 09Why good technology still struggles
10. § 10The role of judgment
11. § 11What this course will and will not do
12. § 12Closing