The Invisible Customer (CI-004)
"Why the Best Business Opportunities Aren't on Any Pre-Made Lead List"
Why We Look for Companies Even Though We Should Be Identifying Needs (CI-003)
"How Traditional Target Audiences Obscure the View of Real Business Opportunities"
Companies Do Not Buy Products (CI-002)
"Why needs arise from processes, technologies, and changes—not from industries."
Why Traditional B2B Sales Has Lost Its Most Important Tool (CI-001)
Why industry, revenue, and employee count no longer create much of a competitive advantage When everyone uses the same c …
Why We Need to Rethink B2B Sales (CI-000)
“The future doesn’t belong to the companies with the most information. It belongs to the companies with the best underst …
