I was recently in Austin to give a presentation and I joked with the client that what would really make me happy would be if they used my results. Routinely I find myself fighting against the option to do nothing. Even during final presentations, when the work is done and paid for, I find an unwillingness to change the status quo. Rather than battle the silos, the culture, or the project approval process to put in place recommended strategies and tactics, it is easier to put the final report on a shelf and call it a day.
On new business pitches, I worry more about inertia more than I do the competition. Has the client or prospect really committed to making changes to their business? If so, we can have a discussion about the many ways to solve the business problem at hand. If not, there is little I can do if someone is unwilling to commit time or resources.