This episode explores how enterprise sellers can win more consistently by understanding how decision-makers actually make choices. Bryan Gray breaks down the concept of “threat-based prioritization” and why the brain’s decision-making process demands a different approach than traditional pain point selling. The conversation ties directly into Polaris I/O’s focus on surfacing pre-intent signals and equipping account teams to prioritize opportunities that have real urgency.  Current State & Problem Sellers waste time on well-intentioned, rational proposals that never close. Most don’t understand how human decision-making actually works, especially in large account teams. Teams confuse pain points with priorities and miss the urgency that drives action. Despite plenty of good ideas and strong ROI, stakeholders don’t act unless they feel a threat.  Key Takeaways & Insights Threat ≠ Fear: A threat is a real, urgent priority—fear is only an emotional reaction. Pain Points Don’t Move Deals: Just because something is annoying doesn’t mean it’ll be acted on. The Primitive Brain Drives Decisions: 90% of choices are emotional and happen before logic kicks in. Sellers Need to Name the Threat: You must be able to articulate a specific threat you’re helping eliminate. Relevance Wins Access: Your message must trigger the primitive brain within 30 seconds to get executive attention. Threats Unlock Margin: Urgent priorities lead to bigger deals, less competition, and higher value.  Tie to Polaris I/O & CIS Motion Validates the Polaris approach of surfacing pre-intent signals to find real threats early. Reinforces the CIS's job of translating signal into prioritized opportunity pursuit. Positions “Name That Threat” as a skill CISs must develop to refine messaging and opportunity ranking. Emphasizes the power of internal access and early alignment for higher-margin deals. 

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