I've spent the last while building Failures Now failure tracking and preventive maintenance for industrial plants, aligned to ISO 14224. Not a flashy category. Most of my target users still track equipment failures on paper, Excel, or WhatsApp.

The tension I keep running into: the market is real and underserved, but it's genuinely hard to make "industrial maintenance software" sound interesting to anyone outside the industry even though the problem (unplanned downtime, no failure traceability) is expensive and real.

Curious if others here have built for a similarly "boring" vertical how did you think about positioning something useful-but-unsexy? Did you lean into the boring-ness, or try to make it feel more exciting than it is?