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: commitment gap
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
