I don’t care about your features.
You’re on a procurement team with three others, tasked with making a purchase that will significantly shape the course of your company for the foreseeable future. You’re working from a highly defined list of needs, along with a few nice-to-haves. You’ve gone to market, reviewed offerings from five suppliers, sent and received RFPs, and spent countless hours on exhaustive research.
Every supplier checked the right boxes.
Prices are nearly identical.
You were hoping to be wowed—but instead, you’re less confident than when you started.
So which supplier do you choose?
Who has actually earned your business?
How do you know?
Then a sixth supplier submits their RFP at the eleventh hour.
Their offering is similar, but they’ve clearly demonstrated how your team—and your company—will benefit by choosing them. It’s the one submission Howard mentioned after hearing about them from a colleague. They’re slightly more expensive, but their message is clear, human, and grounded in understanding your reality.
You get a feeling they might be the one.
Deep down, you know that choosing them won’t just advance the company—it will make you look good. It will validate your judgment. It will strengthen your position internally.
And to you, that matters. A lot.
Emotions lead. Facts support.
Purchase decisions are driven by emotion and then supported—or challenged—by facts. Companies don’t buy from companies. People buy from people. And people are emotional decision-makers, even in B2B environments.
Everyone knows this, yet almost no one acts on it.
That’s the hippo in the middle of the room.
Every day, procurement teams spend hundreds of hours reviewing vendors, hoping that someone’s message will resonate. Instead, they’re bombarded with marketing materials that all highlight the same features, the same benefits, and the same claims. And trust us—the fact that it all looks and sounds identical is not lost on decision-makers.
Business-to-business is a term of the past—embraced by the five suppliers whose RFPs looked exactly the same.
Getting to the core of your brand is what allows you to become the sixth.
Every brand is capable of making a genuine human connection, but only a few have the courage to speak to their market at a Person-to-Person (P2P) level. You can promote your features, or you can connect with your buyers.
If you’re ready to clarify what truly sets you apart, our brand positioning work helps companies move beyond features and build messages that actually resonate.
The choice is yours.
We’d be happy to show you which one wins.
