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Even if you have established a source of differentiation for your brand, and your message is heard, you are nonetheless likely to be disbelieved, simply because you are selling something. A decision-maker's standard response to your marketing is: 'You would say that, wouldn't you?'
So if they don't believe you, who do they believe? The answer is that they listen to information from a wide variety of sources. The stakes in business decision-making are too high to leave to one influential adviser, so multiple opinions are tapped for insight and guidance.
Around every significant decision there forms an ecosystem of different influencers...
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Common topics in this essay:
- Business Management
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