For those of you who work with B2B, I can recommend sälj- och marknadspodden where I talk about customers’ decision-making. I tell you about the evaluator, the fast thinker and the emotional mind that I describe in my latest book Bang For The Buck (out in English soon). All three aspects of decision making must be considered. In the podcast I go through how to do that. My book is as relevant for B2B as for B2C.