How Buyers Actually Buy (And Why AIDA Isn’t The Answer)
May 18, 2026
For more than a century, marketers have lived by AIDA: Attention, Interest, Desire, Action. It’s a brilliant framework — for sellers. The whole thing is
Category: Blog
What Is a Pig Worth?
May 11, 2026
I recently listened to a Radiolab episode called “What Is a Pig Worth?” It’s a fascinating look at an animal-rights case that forced a jury
The Information Trap Is Killing Your Deals
May 4, 2026
When a deal goes quiet and nobody knows why, the first place everyone looks is sales. Did they follow up fast enough? Did they handle
Being Chosen Isn’t Winning
April 27, 2026
Something strange happens in buying decisions that almost nobody talks about. A buyer does everything right. They identify a real problem. They evaluate their options
I Was Wrong About Will I
April 20, 2026
I’ve been teaching the Will I / Which One framework for over a decade. It shows up in my books, my podcast, my training. Thousands
Your Wins Are Lying To You
April 13, 2026
Good companies study their losses. Win–loss reviews, pipeline analysis, postmortems on stalled deals. The assumption is simple: losses teach you where the problems are. If
Willingness to Pay Isn’t About Your Product
April 6, 2026
Every pricing conversation eventually lands in the same place. Charge what a buyer is willing to pay. It sounds simple. If you can figure that
Why More Features Make It Harder to Buy
March 30, 2026
Most companies assume that adding more features makes their product more compelling. On paper, that logic holds. More capability should increase value. More value should
Will AI Shrink Our Teams or Expand Our Ambitions?
March 23, 2026
There’s a common argument floating around about AI agents: Agents will replace workers.Few workers mean fewer seats.Fewer seats breaks per-seat pricing. It sounds logical, and
Buyers Are Rational, It’s the Sellers That Aren’t
March 16, 2026
When companies lose a deal, the explanation is almost always the same. “We lost on price.” Price becomes the default explanation. It’s convenient. It’s simple.
