Literature/@ghanadan2025

First published: 2026-03-18

Last Edited: 2026-03-18

Number of edits: 1

title: Not Buying It: The Art of Selling to Scientists, Doctors, and Other Professional Skeptics
authors: Hamid Ghanadan
year: 2025

Complementary reading to catalytic experiences ([@ghanadan2016Catalytic Experiences: Persuading Scientists and Clinicianswith Effective Digital Marketing])

The book is mostly focused on experiences around life science companies, but I believe they can be easily extrapolated to other contexts where highly technical people have to make purchasing decisions. I am not sure, though, this can be extrapolated to an industrial setting (machines for production, for example).

Interesting topics: - 202603010901 How scientists make purchasing decisions - 202603010948 Hypothesis Curiosity Validation Filtering Matrix - 202603010944 Technical buying journey - 202603010858 Buying journey aligned with messaging - 202603010904 Properly segmenting the market - 202603010905 Defining positioning - 202603011129 Testing the positioning - 202603010908 Aligning customer journey and strategy

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