Avoid the Faster Horse Fallacy

By Elizabeth Gooding / Published:

Selling B2B versus B2C is different, obviously. Customers may not be able to articulate their needs, but businesses can and do. When working in B2C, Dan Adams advises that you think in terms of outcomes instead of solutions. How you ask and what you look for are at the heart of Chapter 17 of his Growth and Innovation series.

About the Author

Elizabeth Gooding

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Elizabeth is the Editor and Co-founder of Inkjet Insight. She has a rare ability to see print related issues from many perspectives. She has managed creative teams on complex design projects, selected outsourcers for major brands and helped print organizations to retool operations, focus their market positioning and educate sales teams to accelerate growth. She works with a team of top analysts to translate experiences into tools, data and content to help print organizations evaluate the potential of inkjet, optimize their operations and grow pages profitably. She is a founding member of the Inkjet Summit advisory board, the co-author of an award-winning book on designing for inkjet and a curious consultant constantly seeking innovative ways to drive new pages onto inkjet presses.

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