Understand 3 paradoxes if you want to do business with the public sector

Public-sector customers are open to new and exciting projects, but at the same time they want certainty and confidence in delivery.

Public-sector customers are willing to buy, but they do not want to be sold to

How do B2G, Business-to-Government, companies succeed with MarCom in a market where sales rhetoric does not work, and may even damage sales?