The Business Case Nobody Built
June 1, 2026
You beat out all the competitors. The buying committee agrees your solution is the best one. The deal feels done. Then the weeks start passing
Tag: b2b
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:
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
If Buyers Can’t Explain It, You’ve Not Sold It
March 2, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. Companies think they have a pricing problem. Usually it’s a
Buyers Don’t Buy Features
December 29, 2025
You can listen to the full audio version of this blog we call — Blogcast. Buyers trade money for value, not features. Features describe what a
Jobs to Be Done vs. Problems and Results: What’s More Useful in B2B?
June 2, 2025
You can listen to the full audio version of this blog we call — Blogcast. I’ve been struggling to understand the difference between the Jobs to
What Is Value?
December 2, 2024
You can listen to the full audio version of this blog we call — Blogcast. The word value is ambiguous. It has so many meanings. Business
For B2B, Value Is Incremental Profit
October 3, 2024
You can listen to the full audio version of this blog we call — Blogcast. Value is ambiguous. It can mean different things to different people
