ARTICLES
One idea at a time, and no pitch.
Seven pieces on the same four beats the work runs on.
Name the problem in the buyer’s words. Show the outcome when it is solved. Lay the path through. Then the steps. They read in any order, and they read best in this one.
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Find Value: Why Most Companies Can't Name Their Own
Your value was never in your product. It lives in what your buyer can suddenly do because of you — and what that's worth to them.
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Narrative Is the New Moat
Your buyers don't remember your features. They remember your story. The most defensible asset in your go-to-market strategy may not be your product at all.
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Is Your Selling Conversation Apropos? The APROPOS Framework for Sales Meetings That Move
Most B2B sales meetings are full of motion, no bearing. What they need isn't a better opening line — it's a compass.
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Value Buying: Closing the Gap Where Deals Die
Your deal is actually won or lost when your champion is alone in a room you'll never enter, fighting the internal fight without you.
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The ROI of ROI
Whose fingerprints are on the ROI analysis in your pipeline — yours, or your buyer's? That one question predicts whether the deal gets funded.
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Return on Future: The Value Your Business Case Can't Count, and Can't Afford to Miss
Most business cases stop at ROI. The biggest value in a big bet often lives one step higher, in the options it creates or protects.
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Return on Experience: The Biggest Return in B2B Isn't What You Sell
The buyer is doing the hardest job in the whole deal, mostly without us. There's a real, measurable return waiting for the team willing to help.
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