In this day and age, in 2026, people are buying differently.

Got you.

Yeah, so in my journey as a coach, as well as in my private consulting practice, I have to deal with clients from startup, scale up, all the way to enterprise.

When I ask them the questions like, do you have a seller's playbook? Do you know how do you sell consistently, systematically into your lookalike account? I would say that 97% of my clientele, and I will argue even the broader market would say that, yeah, we have a seller's playbook.

And if I answer different questions, do you have a buyer's playbook? Do you actually know how your buyers from the very basic in terms of buyer group completeness, do you know who actually influence, make decisions of your type of solution? And all the way through to, do you know that where they see, what is the influence? How do they influence each other? And all the way down to the culture of that company.

Do you know that the culture of the dynamic of a buying decision in those environment, the chances are is the opposite.

97% of the sellers wouldn't have this buyer playbook map out.

that and what you've seen on that side of the equation?