How B2B Marketers Misunderstand Their Customers
B2B marketers push product specs and value propositions, but B2B buyers are also driven by emotion and social factors.
Latest Insights from MIT SMR
Popular Topics
- Artificial Intelligence
- Leading Hybrid Teams
- Organizational Culture
Popular Topics
- Artificial Intelligence
- Leading Hybrid Teams
- Organizational Culture
Popular Topics
- Artificial Intelligence
- Leading Hybrid Teams
- Organizational Culture
More Insights from MIT SMR
Culture
Tying Purpose to Performance
DHL Express’s CEO discusses embedding purpose into both the company’s growth formula and its leadership reviews.
Leadership Skills
A Compelling Story Can Disarm Even a Skeptical Negotiator
A good story — true or fabricated — can increase B2B negotiators’ trust and willingness to make concessions.
AI & Machine Learning
Three Things to Know About Customer Resistance to AI
Research offers insights on when customers will accept AI service — and when no amount of persuasion will win them over.
Organizational Behavior
Why Employees With Working-Class Roots Are Better at Getting Their Ideas Heard
Employees with working-class origins tend to invite more discussion, which makes their idea pitches more persuasive.
Skills & Learning
Spot New Tech Skills Emerging From the Workforce
Effective upskilling for new technology requires close observation of how workers organically and creatively adapt.
Platforms & Ecosystems
Building on AI’s Unfinished Foundation
AI is advancing faster than the ecosystem around it. Here’s how to build strategically while it catches up.
Leadership Skills
Ask Sanyin: How Do I Communicate That I’ve Grown and Changed?
Acting on difficult feedback and making changes to be a better leader is hard work. How do you signal you’ve done it?
Talent Management
Develop Your Team’s Social Capital, Not Just Their Skills
To develop future leaders, give employees opportunities to build social capital — a key enabler of career mobility.
Innovation Strategy
Algorithms Trap Us in the Familiar. Can They Also Spark Breakthroughs?
Standard search algorithms can trap teams in ideation bubbles. Exploration-based tools can help spark breakthrough innovation.
Boards & Corporate Governance
The Five Inclusive Behaviors Board Chairs Overlook
The benefits of appointing a more diverse board are realized only when every director is seen and heard.










































