I have spent close to thirty years working with founders and leadership teams across sectors and stages. The work has always been the same at its core: understanding what is happening on the buyer’s side of the conversation, and helping businesses design their sales processes around that reality.
What has changed over that time is the depth of the research base and the precision of the frameworks. The outside-in principle was an instinct early on. Now it is something I can explain, evidence, and apply systematically to any business that is ready to look at their sales process honestly.
The frameworks I use are informed by decades of published research across neuroscience, behavioural psychology, decision science and motivation theory.
Antonio Damasio’s work on emotional processing demonstrated that decision-making is impossible without the involvement of emotion, regardless of how intact a person’s logical faculties are. Jack Brehm’s research on psychological reactance showed that people resist when they feel their freedom of choice is being restricted, and commit more readily when they feel they are choosing freely. Richard Deci and Richard Ryan’s self-determination theory established that decisions made from genuine autonomy produce stronger commitment, higher satisfaction and longer lasting outcomes.
This is not a collection of influences assembled for credibility. It is the foundation that explains why buyers behave the way they do, and why the processes businesses build around logic alone so often create the friction they were designed to avoid.
PULSE+ is the proprietary conversational framework through which this research gets applied to specific businesses. It is a tool for understanding what is actually happening in a specific sales process and designing the conversation around how buyers actually think and make decisions, rather than around internal workflows and reporting stages.
At the heart of PULSE+ is a simple but important observation. In every sales conversation, both parties are doing three things simultaneously. Qualifying each other. Assessing credibility. Deciding whether to proceed. When a seller understands that and designs their process around it, the conversation changes character entirely.
If something here has made you think differently about your own process, the conversation starts here.
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