For more than three decades, I’ve been interested in one fundamental question: How can organizations better understand the people they serve? That question began with buyers. It expanded to audiences and communities. Over time, it led me to something broader: Human Understanding. In my previous essay, I made the case that Human Understanding should be
What Is Human Understanding? Read More »
Every successful organization intentionally develops capabilities. Some invest in Strategic Planning. Others strengthen Organizational Development. Many embrace Design Thinking, Systems Thinking, Leadership Development, or Organizational Learning. These disciplines exist for a reason. They help organizations think better, plan better, innovate better, and lead better. But over the past several years, I’ve found myself asking a
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GTM Strategy Requires Deep Understanding of Buyers On Thursday, December 8, I will be giving a 45-minute talk on the importance of understanding buyers today to meet GTM Strategy challenges in a post-pandemic world. It is a pleasure to accept this invitation from BrightTALK and TechTarget. Two supporters on the need for insights and the
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Buying Decisions Are Affected By Intensified Buyer Activism Sentiments During the past decade, we have seen a significant rise in consumer activism. And that has translated to a rise in both brand activism as well as shareholder activism. We have seen consumers changing buying behaviors with their pocketbooks. Refusing or boycotting certain brands due to their social or
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B2B Buyers Will Endure Ongoing Challenges Ahead From an overarching perspective, some industries have enjoyed a robust recovery coming out of the pandemic while others are still in a slow slog. In engaged B2B buyer research I have been conducting, there appear to be strong headwinds ahead for buyers to contend with. Inflation will only
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Earned Buyer Insights Are Critical to Being Relevant to Buyers At the start of the year, I elaborated on the idea that empathy is derived from a place of deeper understanding. In today’s business climate, the right to gain this deeper understanding must be earned. For leaders, it is easy to say to their teams
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B2B Sales and Marketing Executives Need To Adapt to Digital B2B Buying I recently read a thought-provoking article on the future of B2B buying by Brent Adamson, the author of the Challenger Sale and The Challenger Customer. Brent also serves as Distinguished Vice President for Gartner. He has been one of the brightest thinkers when
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Business Leaders Must Adapt Buyer Insights Generation To Rapid Pace Of Change The world continues to evolve. The pace of change like it has never been. Certainty and predictability are illusory in nature. What we have learned, in the past two years especially, is that buyers’ goals and behaviors are undergoing constant change. As are
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Early Buyer Insights Can Alert Leaders To Risks And Opportunities We are living in a time like no other. Where predictability is more elusive than we could have ever imagined. Buyers, consumers, and people, in general, are changing their behaviors continuously and rapidly. The heads of many buyers and consumers spin as each bit of
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Challenging Preconceived Notions About Buyers is a Two-Way Street Over the course of many years and just a few years as well, business leaders and organizations can develop preconceived notions about buyers and customers. In large organizations that have been in existence for decades, preconceived notions can become institutionalized. Becoming like dogma with multiple stories
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