Every customer reaches a turning point. Something's not working the way it used to. And now they're ready for change. That's when your product appears as a possibility. But if you lead with features or force-fit personas, you'll miss the real energy behind their decision. That's why Bob Moesta starts with struggle. In this episode, he joins Drew to discuss how demand forms through struggling moments, not random needs, and why nobody buys any product randomly, ever. As the author of Demand-Side Sales 101 and a longtime builder and educator, Bob shares how to identify that momentum, map the forces behind a decision, and reframe sales and marketing as tools for understanding what buyers are really trying to solve. What You'll Learn:   Why buying decisions start with struggling moments  How to ask questions that surface energy, not just answers  The four forces shaping decisions: push, pull, anxiety, habit  How to spot what customers switch from and why  Why the buyer vs. user distinction matters in B2B Tune in to hear how demand really forms and how to spot it when it does.  For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/

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