Buyer Persona

Global growth buyer mindsets

Understanding a Divergent World of Buyer Mindsets and Decisions

Regional one size fits all approach can hinder global growth with buyers The ability to implement and execute global growth strategies has become one of the most important jobs of leaders.  A common approach is to apply strategies to different geographic regions of the world.  Slightly modifying based on assumed cultural aspects of how buyers …

Understanding a Divergent World of Buyer Mindsets and Decisions Read More »

buyer personas are a compass

The Value of Buyer Personas in Times of Uncertainty

Buyer insights and buyer personas act as a compass for business leaders in uncertain times. We are living in times of tumultuous upheaval.  A world turned upside down and rife with uncertainty.  It seems just when we may have a clearer picture of how six months to a year may go, unpredicted events make that …

The Value of Buyer Personas in Times of Uncertainty Read More »

buyers buyer personas

The Problem With Not Knowing Your Buyers

Lack of insights about buyers creates an inability to solve problems Over the last twenty years, since founding the concept of buyer personas, I have worked with many leaders.  Leaders that are responsible for their overall business, marketing, or sales functions.  What I often hear is the need to get more insights about their buyers …

The Problem With Not Knowing Your Buyers Read More »

Buyers have changed

The Virus Has Changed. So Have Buyers.

Business Must Adapt To New Realities In Changing Buyer Behaviors The Omicron variant of Covid-19 has produced the most dramatic surge in the pandemic since the initial onset of the pandemic.  Despite early indications the virus causes milder forms of illness, the degree of disruption is substantial.  Although impossible to measure, the impact on the …

The Virus Has Changed. So Have Buyers. Read More »

Earn The Right To Gain Buyer Empathy

The word and the premise of empathy have become quite the buzzword in business and marketing.  Especially so since the advent of and the ongoing COVID-19 pandemic.  There is widespread consensus that having empathy is a good thing.  A must-have to connect with buyers and customers. A place to start for most organizations and individuals …

Earn The Right To Gain Buyer Empathy Read More »

Why do buyer buy

If You Cannot Answer Why Buyers Buy – You Cannot Lead

Important to leadership yesterday, today, and in the future is the ability to answer important “Why” questions.  A significant trait that is necessary to lead organizations.  Be they B2B or B2C entities.  Perhaps no “Why” question is more important to B2B or B2C leadership than this: Why do our buyers and customers buy? In my …

If You Cannot Answer Why Buyers Buy – You Cannot Lead Read More »

Elizabeth Holmes the new face of overpromised and underdelivered

Overpromised and Underdelivered Exasperate Buyers

Buyers, consumers, audiences, investors, and voters have all faced, at one time or another, hyperbole.  Where something is hyped, and an overpromised outcome is touted.  That something, underdelivered, can be a product, service, performance, technology, or program. The tolerance level for accepting underdelivered outcomes has been getting lower.  In buyer insights research interviews during the …

Overpromised and Underdelivered Exasperate Buyers Read More »

infrastructure planning

2022: The Year of Infrastructure

In 2014, then-President Barack Obama gave a speech on the importance of building infrastructure for future virus-borne pandemics.  His predecessor, President George W. Bush, delivered similar speeches as they related to HIV and SARS viruses.  The following two successive administrations each were and are plagued with the inability to get infrastructure planning right.  As a …

2022: The Year of Infrastructure Read More »

Helping Buyers To Buy

Is Helping Buyers To Buy Really The Right Mindset?

Marketing And Sales Teams Should First Align With An Important Buyer Mindset Before Jumping In Helping Buyers To Buy The phrase – “helping buyers to buy” – has been a new mantra for the past three to five years.  The use of this phrase has picked up steam during the pandemic.  In various webinars, online …

Is Helping Buyers To Buy Really The Right Mindset? Read More »

Buyer Trust

4 Paths To Building Buyer Trust Through Empathy And Humility

Buyer Trust Is Elusive For Most Marketing And Sales Teams Unless They Can Balance Empathy And Humility Marketing and sales traditionally believe that the path to building buyer trust is by providing answers. Answers to buyer problems and challenges.  In fact, each prime their channels with marketing content or sales guides at the ready with …

4 Paths To Building Buyer Trust Through Empathy And Humility Read More »