Transparent Expectation Branding. Why not?

Transparent Expectation Branding. Why not?

Can B2B companies brand expectations like B2C? Why not? Here’s a ~ 3 minute video discussing IKEA, and how B2B may be able to learn how to brand expectations to disarm and crush their competition, streamline their pipeline, win more often at a lower cost of...
The Irony Of The Sales Expiring Discount

The Irony Of The Sales Expiring Discount

The Irony Of The Sales Expiring Discount The Fall has arrived, and sadly, I’ve managed to mangle one of my favorite sweaters. It’s a merino crewneck sweater from Banana Republic – that I accidentally threw in the wash with the rest of my clothes – washed,...
Consensus Selling to the 2020 Remote Consensus Buyer

Consensus Selling to the 2020 Remote Consensus Buyer

Consensus selling is hard. Consensus buying is hard. And when everyone is remote, both are infinitely harder. I’ve been preaching that. I’ve written about “Remote Buyer Bias”. Then…it actually happened to me. I’m working with a prospect on a program that...
Todd Caponi
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