Switch interviews help your customers to walk you through their experience getting to a buying decision.

You might think your outbound activities and sparkling sales content is what initiates a buyer's buying process,

But the reality is that the buyer kicks it off as they explore the dark funnel - speaking to their peers, engaging with product review platforms and discussing in private Slack communities.

Their first job is to understand the problem and the value of solving it.

Playing to Win was written by the ex-CEO of P&G and his right-hand consultant - and in it the authors describe their framework of cascading choices to help define a company's strategy.

Gartner research shows buyers only spend 17% of their buying process in front of vendors.

So the question is, what are they looking at for the other 83%?