The document discusses redefining how companies approach buyer adoption to better align with how buyers themselves approach solving problems. It notes that buyers view adoption as the process of solving a particular problem, not just recognizing a vendor's solution. It suggests companies deconstruct their view of the market to understand buyers' perspectives better and account for the various factors influencing different buyers' decision-making. Specifically, it recommends focusing on each buyer's individual "point of pain" and helping them progress all the way to problem resolution, rather than relying solely on traditional solution marketing approaches.