INSIGHTS & IDEAS
Growth Insights
Strategy, psychology, and the thinking behind revenue that actually grows.
Microsoft Price Increase: Why No One Cancelled
Two renewal emails landed in two different inboxes last week. Both raised the vendor’s price by roughly the same percentage. Both went to finance leaders who’d have to justify the change to a CFO already squeezing next year’s budget. The
Sell It Before You Build It: What CEOs Can Learn From the Founders Who Refused to Build First
In April 1884, Mark Twain sat down to write a letter to his business partner, Charles Webster, about a book that didn’t exist yet — at least not in printed, bound form. Adventures of Huckleberry Finn was written. It was
Underdog Effect: 3 Powerful Ways Asymmetric Competition Wins B2B Buyers
Forty-eight nations are competing on the world’s biggest stage right now, and the story that has captured global attention isn’t Argentina, France, or Spain. It’s a small island nation off the coast of West Africa with a population of 525,000
Mental Accounting in B2B Pricing: Why Buyers Say “Too Expensive”
The deal had been in the pipeline for eleven weeks. Three demos. Two proposals. One revised scope document that nobody asked for. David, the head of sales, was on the leadership call with a simple request: “They keep saying the
The Most Expensive Voice in the Room (6-Part Leadership System)
The new CMO walked in with a track record most executives would envy. Three successful product launches. Two brand turnarounds. A Harvard MBA and a shelf of awards. On day one, she sat across from the CEO and listened while
Halo Effect B2B Buying Decisions: 3 Moves That Win More Deals
She’d been on the evaluation team for three months. Two vendors remained. Objectively, both had comparable features, similar pricing, and decent references. But in the final meeting, she said something her VP wouldn’t forget: “I just trust the first company
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