Are you pushing your product onto the market, or are customers pulling it right out of your hands?

Rob Snyder—founder of Restack, Harvard Innovation Labs fellow, and author of an upcoming book—dismantles the biggest misconceptions about why people actually buy.

Rob argues that most founders and sellers operate on a flawed "physics of business." Instead of trying to create demand or convince people they have a problem, the most successful companies find buyers who are already trying to accomplish something urgent, but are blocked by inadequate options. Rich and Rob dive deep into the psychology of the B2B buyer, the dangers of "Business LARPing," and how to build a repeatable case study factory that drives predictable revenue.

Todd reveals why the modern B2B buyer is driven by risk mitigation and predictability rather than traditional persuasion. By applying radical transparency—such as openly acknowledging your product's weaknesses—sales and marketing organizations can dramatically reduce friction, accelerate deal cycles, and eliminate the dreaded "status quo" competitor. If you want to transform your revenue engine from an unpredictable numbers game into a precise, buyer-centric science, this episode is your blueprint.

Why do buyers really say yes? We like to believe our prospects make rational decisions based on features, benefits, and ROI, but the truth is entirely different: humans make decisions based on emotion and rationalize them later with logic.

I sit down with Nancy Harhut, Co-founder and Chief Creative Officer of HBT Marketing and author of Using Behavioral Science in Marketing. Nancy has spent decades at the intersection of cognitive psychology and marketing performance, helping brands use established behavioral triggers to materially improve response rates, conversions, and revenue.