You Didn’t Lose the Deal. You Lost the Commitment.
May 25, 2026
Last week I introduced the Notice, Decide, Commit framework. The gap between Decide and Commit is where deals die. This week I want to talk
Category: Blog
How Buyers Actually Buy (And Why AIDA Isn’t The Answer)
May 18, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. For more than a century, marketers have lived by AIDA:
What Is a Pig Worth?
May 11, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. I recently listened to a Radiolab episode called “What Is
The Information Trap Is Killing Your Deals
May 4, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. When a deal goes quiet and nobody knows why, the
Being Chosen Isn’t Winning
April 27, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. Something strange happens in buying decisions that almost nobody talks
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
You can listen to the full audio version of this blog we call — Buyer Insight. Good companies study their losses. Win–loss reviews, pipeline analysis, postmortems
Willingness to Pay Isn’t About Your Product
April 6, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. Every pricing conversation eventually lands in the same place. Charge
Why More Features Make It Harder to Buy
March 30, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. Most companies assume that adding more features makes their product
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
