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Influence & Consumer Psychology

Feb 28 2026
The Commodity Trap How Technically Superior Companies Get Priced Like Generalists

How Technically Superior Companies Get Priced Like Generalists

By Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology, Marketing Strategy & Growth, Thought Leadership & Authority Building
The Commodity Trap: How Technically Superior Companies Get Priced Like Generalists HP DemandSignals™ | Highly Persuasive There's a moment in most high-stakes sales cycles that almost nobody talks about. It happens after the second or third proposal. The buyer has seen what three or four credible suppliers can do. The…
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Feb 25 2026
Why Conference Presence Doesn't Always Build Market Position — And What Does

Why Conference Presence Doesn’t Always Build Market Position

By Business Strategy & Positioning, Branding & Identity, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology, Marketing Strategy & Growth, Thought Leadership & Authority Building
Why Conference Presence Doesn't Always Build Market Position The overwhelming majority of companies that invest in conference speaking believe they're building market authority. The logic is intuitive: you stand on a stage, you share expert thinking in front of your target buyers, they associate you with expertise in the subject…
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Feb 25 2026
Why Buyers Change Their Minds After Saying Yes — And What the Reversal Is Actually Telling You

Why Buyers Change Their Minds After Saying Yes

By Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology
Why Buyers Change Their Minds After Saying Yes — And What the Reversal Is Actually Telling You DemandSignals™ - Business Intelligence for Leaders You know the story. A prospective client tells you they’re ready to move forward. You’ve already mapped out the kickoff and drafted the paperwork. Then, at the…
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Feb 24 2026
What Your Sales Team Actually Says About You (When Leadership Isn't Listening)

What Your Sales Team Actually Says About You When Leadership Isn’t Listening

By Influence & Consumer Psychology, Business Strategy & Positioning, Thought Leadership & Authority Building
What Your Sales Team Actually Says About You (When Leadership Isn't Listening) HP Field Notes | Highly Persuasive Here's something most founders and CEOs would rather not know: the version of your company that exists in the market isn't the version on your website, in your strategy documents, or in…
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Feb 24 2026
Five Decisions Every Buyer Makes Before They Contact You

Five Decisions Every Buyer Makes Before They Contact You

By Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology, Lead Generation & Demand Creation, Marketing Strategy & Growth, Thought Leadership & Authority Building
Five Decisions Every Buyer Makes Before They Contact You By the time a prospect picks up the phone, sends the email, or fills out the contact form, the most consequential part of the buying process is already over. You heard that right. Not the negotiation. Not the evaluation. Not the…
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Feb 18 2026

Why Clients Default to the Biggest Name in Your Category

By Conversion Optimization & Sales Psychology, Business Strategy & Positioning, Influence & Consumer Psychology, Marketing Strategy & Growth, Thought Leadership & Authority Building
Why Clients Default to the Biggest Name in Your Category (And How Smaller Companies Can Compete) In 2015, Arup — a 17,000-person engineering consultancy — won the structural design contract for the Sydney Metro, one of Australia's largest infrastructure projects. They were competing against firms with three to five times…
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Feb 17 2026

The Emotional Veto: Why Deals That Make Perfect Logical Sense Still Get Lost

By Business Strategy & Positioning, Influence & Consumer Psychology, Marketing Strategy & Growth
The Emotional Veto: Why Deals That Make Perfect Logical Sense Still Get Lost Have you ever lost a deal where every rational signal pointed to a win? The proposal was strong. The pricing was competitive. The case studies were relevant. The champion was enthusiastic. The need was real, the budget…
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Feb 16 2026

Why Some Brands Win Before the Conversation Even Starts

By Business Strategy & Positioning, Case Studies & Real-World Examples, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology, Marketing Strategy & Growth, Thought Leadership & Authority Building
Why Some Brands Win Before the Conversation Starts HP Field Notes | Highly Persuasive Research from the Harvard Business School tracking 7,000 B2B purchasing decisions across industrial and professional services categories found something interesting. Brand recognition was a stronger predictor of shortlisting than technical capability scores, price competitiveness, or prior…
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Feb 16 2026

Why Your Best Clients Can’t Explain What Makes You Different

By Business Strategy & Positioning, Influence & Consumer Psychology, Marketing Strategy & Growth
The Referral Problem: Why Your Best Clients Can't Explain What Makes You Different A Texas A&M University study on referral marketing found that referred customers have a 16-25% higher lifetime value than non-referred customers. They close faster, negotiate less, and retain longer. None of that is surprising. What's surprising is…
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