Clear strategy and hefty innovations won't help if the customer isn't ready to buy. Push them too hard and they will push back as Sitecore has learned. A little over a month ago it parted ways with CEO Steve Tzikakis and Chairman Jonas Persson and appointed Dave O'Flanagan as interim CEO, before subsequently appointing him full-time in late April. The interim also saw the departure of key executives as O'Flanagan, a product guy, began bringing in his own team. The changes happened after private equity business EQT tried to exit the business, but couldn't find a buyer at a time when tech sector valuations remain under pressure. So now, the firm is holding its investment and counting on O'Flanagan to deliver a return on all the cheques it and its partners have written; well north of a billion dollars since 2016. In his first media interview since taking the job, O'Flanagan tells Mi3 Australia while the company will continue to put composability at the heart of its strategy and along with the shift to the cloud, he recognises that not all customers are ready for the move. Cue a change in messaging.