It is the summer of 1999, and the president and chief executive off of InSite Marketing Technology, Stefania Nappi is thinking long and hard about why the company’s powerful product could be so promising and yet be selling so poorly. InSite sells trust-based on-line advisers—a software technology for helping customers select products on the Web and feel more comfortable with on-line buying. InSite’s software is especially useful in buying situations in which customers choose from a complex array of product choices, such as pickup truck and notebook computers.