The world's first handheld Xray detection device was going to be seen as big news (at least we hoped so). The target is a global audience who came up through the ranks as agents and officials and who's job it was to catch bad guys. Intuitively you might think that gadgets with new bells and whistles to help them do their job would be appealing. And that's exactly how competitors sell to this audience. As is so often the case, the solution is not intuitive. What we found was something subtly different. And that's changed how we launched their new product, Mini Z.