In their book Challenger Customer, the authors tell a story of dentists who were presented a cordless drill to replace their old-school and traditional corded drills. Features and function…

It is a simple question but the data suggests that many B2B buyers are not sure. 50% of more of B2B buyers say they realized they bought the wrong solution…

It is a big mistake.  People interested in driving performance want to see change and transformation.  They can see the problem and the solution and the end state.  They have a vision. They bring this vision to…