B to B technology
1 statements across 1 episodes · 0 bullish · 0 bearish · 1 people on the record · first statement Aug 20, 2024 by April Dunford · across every show →
Everything said about B to B technology, oldest first
Aug 20, 2024
Dunford: B2B buying decisions are driven primarily by the fear of failure
“In B to B, the granddaddy of emotions is fear. Fear of making a poor choice. Fear of looking bad in front of my boss. Fear of getting fired. Like, fear of making a mistake drives a lot of decisions in B to B. This is why incumbents, like whoever's the leader i…”