Why Founders Miss the Moment with Craig Elias and Brandy Old

Send us Fan Mail Most founders don’t lose deals because they lack hustle. They lose because they show up at the wrong moment, pitching someone who is still “happy enough” with the status quo. We sit down with Craig Elias, creator of Trigger Event Selling, and Brandy, startup builder and coach, to map the moments that actually make buyers move and how to be first in the door when they do. We break down what a trigger event is, why the “window of dissatisfaction” is where buying decisions quie...