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Michael Lynch

Michael is the founder and principal of Highly Persuasive, a brand strategy and positioning practice built on how buyers actually perceive, evaluate, shortlist, and decide. We help companies close the distance between how good they are and how easy they are to choose. Brand, strategy, positioning, messaging, identity & marketing systems for professional services firms, industrial companies, hospitality businesses, and any company growing faster than their brand has kept up with.

Feb 12 2026
How to Diagnose a Sales Deck That Looks Good But Doesn't Convert

How to Diagnose a Sales Deck That Looks Good But Doesn’t Convert

By Business Strategy & Positioning, Conversion Optimization & Sales Psychology
When Your Sales Deck Isn't Working — A Diagnostic for Business Owners You've rebuilt the deck twice this year. New slides. Better design. Updated case studies. A sharper opening. A cleaner pricing page. And yet the same thing keeps happening: strong meetings, warm responses, encouraging body language — followed by…
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Feb 11 2026
Why Most B2B Case Studies Fail to Persuade — And the Structure That Changes That

Why Most B2B Case Studies Fail to Persuade — And the Structure That Changes That

By Business Strategy & Positioning, Thought Leadership & Authority Building
Every B2B company has case studies. Almost none of them are working. The way most case studies are written — as narratives, as feel-good success stories — misses the way procurement committees actually use them. Here's the uncomfortable truth: most buyers don't read your case studies to be inspired. They…
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Feb 11 2026
How Procurement Committees Categorize Suppliers Before the First Meeting

How Procurement Committees Categorize Suppliers Before the First Meeting

By Conversion Optimization & Sales Psychology, Branding & Identity, Business Strategy & Positioning
How Procurement Committees Categorize Suppliers Before the First Meeting And How That Shapes Every Conversation That Follows Thereafter DemandSignals™ | Highly Persuasive This is worth saying plainly. We've worked with companies whose technical capabilities, delivery record, and client results were unambiguously stronger than the incumbents they were trying to displace.…
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Feb 11 2026

Why Your Champion Can’t Sell You Internally

By Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology, Lead Generation & Demand Creation
Your Champion is Trying To Hire You - But There's A Problem There is a moment in almost every B2B sales process that determines the outcome — and it happens when you're not in the room. Your champion — the person inside the buyer's organisation who genuinely wants to work…
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Feb 11 2026

The Hidden Cost of a Confusing Brand — And How to Calculate Yours

By Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Marketing Strategy & Growth, Thought Leadership & Authority Building
The Confusion Tax: The Biggest Number You've Never Measured Most businesses have a number they've never calculated. It doesn't appear on any dashboard. It doesn't show up in the CRM as a loss reason. It doesn't get discussed at the quarterly review. But it shapes everything — how long deals…
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Jan 15 2026
How Brand Perception Creates or Destroys Pricing Power

How Brand Perception Determines the Price Your Buyers Will Accept

By Business Strategy & Positioning, Branding & Identity, Conversion Optimization & Sales Psychology
How Brand Perception Determines the Price Your Buyers Will Accept There's a conversation that happens in almost every mid-market B2B company, and it usually goes something like this. The sales director reports that a deal closed at 12% below the quoted price. Leadership asks why. The answer is some version…
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