Quote from Emmanuel Awopetu on March 22, 2023, 5:32 PM

In this HBR article, we learn that transactions, even in the B2B space, still require psychological elements to get done.

1. People always want transactions where human connection is - even at the expense of time - as opposed to a straight-up solution.
2. People want to choose autonomy.
3. Customers want growth over quick fixes. Teaching people how to get things done not only gets them emotionally invested but also frees them from basic operations and focuses on more complex technicalities.