story telling
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You may have heard of the Pet Rock. A literal rock in a box became a phenomenon. Not because the rock was special. Not because it solved a problem. Not because the materials were premium. It sold because the story was brilliant. Packaging. Humour. Novelty. A feeling that buying one meant you were in on
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The main idea is: Discounts Don’t Close Deals. Internal Wins Do. Discount is not the magic button. Deal slowing down? Cut the price.Need momentum? Offer a special rate. Sometimes it works. But not for the reason people think. A discount is rarely about saving money. It is about giving someone inside the buyer’s company a
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I was asked this in an interview recently. What do you do when your team is doing everything right on paper, but results are not showing up? Meaning: systematically failing. That question brought back a very specific memory. We once ran around 50 meetings back to back. Good accounts. Good conversations. Everything looked healthy from
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Design Your GTM Around Compliance Deadlines
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3 min read
Buyers lie about timelines. Not maliciously. It is just how enterprise buying works. “We are evaluating next quarter.” “Budget is approved.” “Let’s revisit this in Q3.” Then silence. Deals slip. Priorities change. People move roles… Signals in B2B sales are soft. Compliance deadlines are not! When a company must pass a certification to keep a
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From the desk of someone who has had to earn every reply from scratch. The real problem is not your subject line. When a CISO gets an email from Pablo Alto-bar Networks, there is a baseline of credibility before they read a single word. When they get an email from you, a vendor they have
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Read This: ABM in Cybersecurity
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16 min read
Most ABM content I could find was written by SaaS marketers selling CRMs and project management tools. Cybersecurity is a different animal. If you treat it like generic B2B, you will burn budget, irritate buyers, and then act surprised when your “personalised” outreach gets ignored. The tension nobody says out loud is: Cybersecurity buyers are
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Facts Are Quiet. Perception Does the Talking.
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2 min read
England is not the most tea drinking country in the world. It is Turkey. Already uncomfortable for a few people… Speaking of Turkey, the bird turkey is named after the country. Because it came to the West from there. In Turkish it is called hindi, meaning Indian, because people thought it came from India. In reality,
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Your Buyer Is a Person Before They Are a Company
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3 min read
When you work with large enterprises, it is tempting to think you are selling to an organisation. A logo. A department. A buying committee. You are not. You are selling to a person with a personal agenda that usually comes before the company agenda, even if nobody says that part out loud. I learned this
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When People Don’t Act on Logic But on Identity.
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2 min read
The Norwegian Red Cross had a serious problem. Blood banks were critically low. They needed thousands of new donors, fast. The obvious move would have been to email previous donors. Remind them. Educate them. Appeal to reason. They did none of that. Instead, they leaned into something far more powerful. Identity. Football fans often say