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buyer psychology

Apr 26 2026

Why Technical Companies Struggle to Tell Human Stories and What That Costs Them Commercially

By Messaging & Communications, Brand Management, Business Strategy & Positioning, Marketing Strategy & Growth
Why Technical Companies Struggle to Tell Human Stories and What That Costs Them Commercially The most rigorous technical firms in any market often have the most powerful human stories buried inside them. Buyers who would respond to those stories never hear them. This is not a failure of the people…
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Apr 10 2026
How a CEO's Speaking Record Shapes the Company's Shortlist Rate

How a CEO’s Speaking Record Shapes the Company’s Shortlist Rate

By Branding & Identity, Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Marketing Strategy & Growth
How a CEO's Speaking Record Shapes the Company's Shortlist Rate Three months before a buying decision is made, the decision-maker is already forming a view. Not a final view. A brief overview. A probabilistic sense of which firms they'd be comfortable working with, which ones they've already encountered thinking from,…
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Apr 10 2026
Why Your Champion Convinced Themselves and Couldn’t Convince Anyone Else

The Portability Problem: Why Your Champion Couldn’t Convince Anyone Else

By Business Strategy & Positioning, Brand Management, Conversion Optimization & Sales Psychology, Messaging & Communications, Thought Leadership & Authority Building
The Portability Problem: Why Your Champion Convinced Themselves but Couldn't Convince Anyone Else There's a version of losing a deal that's harder to diagnose than the ones that end in clear rejection. The champion was real. The interest was genuine. The conversations were substantive. The kind where the other side…
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Apr 02 2026
Why Executive LinkedIn Profiles Repel the Clients They Want

Why Executive LinkedIn Profiles Repel the Clients They Want

By Branding & Identity, Business Strategy & Positioning, Lead Generation & Demand Creation, Marketing Strategy & Growth, Messaging & Communications, Thought Leadership & Authority Building
Why Executive LinkedIn Profiles Repel the Clients They Want There's a chance your executive LinkedIn profile was originally written to impress a recruiter or talent scout. That's not a criticism, it's an observation about the default mental model most executives carry when they build and optimize a professional profile over…
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Mar 31 2026
Why Hiring Decisions Are More Credible Than Brand Communications

The High-Stakes Brand Signals Hidden in Your Recent Hires 2026-2027

By Branding & Identity, Business Strategy & Positioning, Thought Leadership & Authority Building
The High-Stakes Brand Signals Hidden in Your Recent Hires Your Brand Says One Thing. Your Hiring Record Says Another. Who you hire is a public statement about what you actually value. Not the values on the wall. Not the positioning document. The hiring decision made under pressure, with trade-offs, is…
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Mar 29 2026
How the Shortlist Was Finished Before Anyone Called You

How the Shortlist Was Finished Before Anyone Called You

By Marketing Strategy & Growth, Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Lead Generation & Demand Creation
How the Shortlist Was Finished Before Anyone Called You In 2025, 6Sense analyzed purchasing behavior across more than 3,000 enterprise procurement cycles. Any company that relies on inbound interest and RFP participation as its primary route to new business should be concerned. A staggering 81% of buyers had a preferred…
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Mar 29 2026
The Person in the Room Who Didn't Introduce Themselves Is the One Who Abandoned the Deal

The Person in the Room Who Didn’t Introduce Themselves Is the One Who Abandoned the Deal

By Conversion Optimization & Sales Psychology, Business Strategy & Positioning, Lead Generation & Demand Creation, Marketing Strategy & Growth
The Person in the Room Who Didn't Introduce Themselves Is the One Who Abandoned the Deal Here's a situation that just happened to one of our clients. They were in the final stages of talks with a potential client that went exceptionally well. The chemistry was right, the questions were…
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Mar 22 2026
The Secret Role Of Flaws in Building Trust In Business

The Secret Role of Flaws in Building Trust

By Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology
The Secret Role of Flaws in Building Trust We're conditioned to chase perfection. Polished websites. Immaculate pitches. Five-star reviews stacked like trophies. But here's the strange truth: perfection doesn't persuade — it repels. When everything looks flawless, people don't lean in with admiration. They lean back with suspicion. "Too good…
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Mar 17 2026

Why Brands Must Break Out of the Commodity Conversation—Permanently

By Conversion Optimization & Sales Psychology, Case Studies & Real-World Examples, Influence & Consumer Psychology, Marketing Strategy & Growth, Pricing & Revenue Growth, Thought Leadership & Authority Building
How to Break Out of the Commodity Conversation DemandSignals™ | Highly Persuasive Has this every happened to you? You've presented your capabilities. The prospect has nodded along — genuinely interested, no visible objections. You feel the meeting going well. And then comes the turn: "That all sounds great. What do…
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