The actual decision.
WHAT PEOPLE BUY
A change in their situation.
WHAT THAT MEANS
They hire the product to achieve something.
WHAT TO ESTABLISH
What they were trying to achieve What was happening that prompted action What they considered What nearly stopped them
WHY WHAT PROMPTED ACTION MATTERS MOST
Problems exist for years before anyone acts; something specific triggers the purchase.
WHAT TRIGGERS LOOK LIKE
A failure Growth past a threshold A new person in a role A deadline A price increase elsewhere
WHAT TO DO WITH TRIGGERS
Recognise them, and reach people when they occur.
WHAT THE FORCES AT WORK ARE
Dissatisfaction with the current situation Attraction of the new Anxiety about the change Attachment to what they have
WHY THE LAST TWO MATTER
They explain why people with an obvious problem still do nothing.
WHAT TO DO ABOUT ANXIETY
Reduce risk: trials, small commitments, migration help, clear exits.
WHAT TO DO ABOUT ATTACHMENT
Acknowledge what they lose, and address it.
WHAT TO ASK RECENT CUSTOMERS
Walk me through how you decided.
WHAT TO ASK PEOPLE WHO DID NOT BUY
What stopped you.
WHAT THAT REVEALS
The specific obstacle, which is usually addressable.
WHAT TO RECORD
The pattern across many.
