30/07/2025
90% of founders guess what makes their buyers
The top 10%? They simulate it.
I used to think I knew what our buyers cared about.
We had a detailed ICP, a list of pain points, and strong messaging.
But once we started testing those assumptions
Here’s what we found:
Most buyers don’t say yes because your product is “better.”
They say yes because something urgent changed in their world:
→ A missed sales quarter
→ A new goal with no plan
→ A reorg that changed priorities
→ A tough conversation with leadership
You can’t find this in a persona doc.
So what do the best teams do?
They simulate real-life buyer situations.
Not just in theory, but through experiments.
✅ They test different messages based on different triggers
✅ They map out the pressure their buyers feel
✅ They build campaigns around urgency, not just features
And this mindset is shaping how we build and grow:
→ Our messaging is sharper
→ Our sales conversations move faster
→ We’re more focused on what actually drives action
Guessing feels easy.
But testing gets you results.
If you’re building in B2B, ask yourself:
“What would make my buyer say ‘I need this now, not later?”
That’s the trigger.
Don’t assume it. Test it resonax.ai (find the link in the comments)