The Truth About Breaking and Building Mental Models

To build B2B buying consensus, you don’t need to continually refine how customers perceive you. What customers need is a significantly more refined view of how they perceive themselves. In order to know how you can truly help a potential customer, you need to first...

Ignorance is Never Bliss When Earning Buying Consensus

“The pain of the same is greater than the pain of change.” This insight, most recently found in CEB’s The Challenger Customer, can be hard to get companies to believe. Many organizations find that ignorantly standing pat is far more comfortable than making a slight...