Ask HN: How do you appeal business users?

Hello,

my questions is related to web app for businesses. Business people suffer a lot from productivity problems connected to the use of old and non customized software (I am looking at you MS Office). However, they do not seem to look for alternatives.

In my opinion, especially when it comes to data analysis, there must be a way to appeal business users. But how?

Linkedin seems a good resource, however people there don't really understand web solutions or any solution outside the commercial software already in existence.