B2B buyers are not just overwhelmed—they are stuck. Between too many options, risk-averse stakeholders, and generic messaging that all sounds the same, decision paralysis is the new competitor. In this keynote, we will unpack the psychology behind indecision and share a proven framework for messaging that breaks through status quo bias, builds urgency, and drives action. Based on recent research into B2B buying behavior, you will learn how to move beyond benefits and features and start shaping the buyer’s journey with content that actually converts. If your messaging feels accurate but not persuasive, this session is your unlock. Key takeaways: - Why most B2B messaging reinforces buyer inertia—and how to fix it - How to reframe your value in a way that creates contrast and urgency - The storytelling techniques top teams use to drive faster, more confident decisions