To succeed in the Era of Trust Networks, how do you need to think differently about information requirements of buying decision makers?

“Decision making is the specific executive task.” Peter F. Drucker
Most developers of marketing collateral and product Websites do not understand how to facilitate executives within customers’ organizations in making clear, cogent, and effective investment decisions. Using cognitive science, GISTICS has developed an executive investment decision-making framework.

“Executive ability is deciding quickly and getting somebody else to do the work.” Earl Nightingale
Well-designed insight resources induce executive action: a shared depiction of success and quality assurance criteria for attaining success.

“You can’t depend on your judgment when your imagination is out of focus.” Mark Twain
The first order of decision making entails clarifying purpose: What makes this technology significant to our strategies and goals? Most buyers do not give a hoot about a technology or how it works. Most buyers crave the breakthrough “ah-ha” and sudden flash of the obvious: “We can execute our strategy faster and to greater effect with this new technology!”

“People’s minds are changed through observation and not through argument.” Will Rogers
Much of the existing marketing collateral and product Websites do not support a buying decision in a logical, self-evident manner. Consequently, the executive reader must work too hard to make buying sense from an incomplete or missing set of facts. This not only arouses suspicion, but it also energizes the executives to contest or debate any assertion or claim other than one not already established as factual and true. Insight resources depict or demonstrate, not just explain, the need for a new technology.

Request Engagement Details