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Chapter 4: The Safe Story Wins</h4><div class="Blog-module__qgnGkG__excerpt"><p>Buyers in complex B2B deals don't pick the best product; they turn scattered signals into one story about what's safe to choose, and the safest, most believable story wins over the strongest raw evidence. That's why sandboxes, peer references, and hands-on trials beat polished decks: they let buyers "rehearse the regret" and test the story instead of just trusting it, and it's why brand and incumbency give known vendors a head start that challengers have to earn from zero. What looks like irrational buying is really organizational self-protection, and even a convinced buyer still has to turn belief into actual permission to buy.</p></div><span class="Blog-module__qgnGkG__link">Read Article</span></div></div><div class="Blog-module__qgnGkG__grid"><div class="Blog-module__qgnGkG__card Blog-module__qgnGkG__smallCard"><img alt="" loading="lazy" width="1254" height="1254" decoding="async" data-nimg="1" class="Blog-module__qgnGkG__smallImage" style="color:transparent;max-width:100%;height:auto" sizes="100vw" srcSet="https://cdn.sanity.io/images/aysyer41/production/eb725d6d15f5373fed960291fe15795873768ddb-1254x1254.png?w=640&q=75&auto=format 640w, https://cdn.sanity.io/images/aysyer41/production/eb725d6d15f5373fed960291fe15795873768ddb-1254x1254.png?w=750&q=75&auto=format 750w, https://cdn.sanity.io/images/aysyer41/production/eb725d6d15f5373fed960291fe15795873768ddb-1254x1254.png?w=828&q=75&auto=format 828w, https://cdn.sanity.io/images/aysyer41/production/eb725d6d15f5373fed960291fe15795873768ddb-1254x1254.png?w=1080&q=75&auto=format 1080w, https://cdn.sanity.io/images/aysyer41/production/eb725d6d15f5373fed960291fe15795873768ddb-1254x1254.png?w=1200&q=75&auto=format 1200w, https://cdn.sanity.io/images/aysyer41/production/eb725d6d15f5373fed960291fe15795873768ddb-1254x1254.png?w=1920&q=75&auto=format 1920w, https://cdn.sanity.io/images/aysyer41/production/eb725d6d15f5373fed960291fe15795873768ddb-1254x1254.png?w=2048&q=75&auto=format 2048w, https://cdn.sanity.io/images/aysyer41/production/eb725d6d15f5373fed960291fe15795873768ddb-1254x1254.png?w=3840&q=75&auto=format 3840w" src="https://cdn.sanity.io/images/aysyer41/production/eb725d6d15f5373fed960291fe15795873768ddb-1254x1254.png?w=3840&q=75&auto=format"/><div class="Blog-module__qgnGkG__content"><div class="Blog-module__qgnGkG__date eyebrow">September 4, 2026</div><h4 class="Blog-module__qgnGkG__title">GetWhys on GTM. Chapter 3: The Buying Committee is Really a Veto Chain</h4><span class="Blog-module__qgnGkG__link">Read Article</span></div></div><div class="Blog-module__qgnGkG__card Blog-module__qgnGkG__smallCard"><img alt="" loading="lazy" width="1536" height="1024" decoding="async" data-nimg="1" class="Blog-module__qgnGkG__smallImage" style="color:transparent;max-width:100%;height:auto" sizes="100vw" srcSet="https://cdn.sanity.io/images/aysyer41/production/2bc2654cee07dcf130f41ffdb5f482e5bbc98e6c-1536x1024.png?w=640&q=75&auto=format 640w, https://cdn.sanity.io/images/aysyer41/production/2bc2654cee07dcf130f41ffdb5f482e5bbc98e6c-1536x1024.png?w=750&q=75&auto=format 750w, https://cdn.sanity.io/images/aysyer41/production/2bc2654cee07dcf130f41ffdb5f482e5bbc98e6c-1536x1024.png?w=828&q=75&auto=format 828w, https://cdn.sanity.io/images/aysyer41/production/2bc2654cee07dcf130f41ffdb5f482e5bbc98e6c-1536x1024.png?w=1080&q=75&auto=format 1080w, https://cdn.sanity.io/images/aysyer41/production/2bc2654cee07dcf130f41ffdb5f482e5bbc98e6c-1536x1024.png?w=1200&q=75&auto=format 1200w, https://cdn.sanity.io/images/aysyer41/production/2bc2654cee07dcf130f41ffdb5f482e5bbc98e6c-1536x1024.png?w=1920&q=75&auto=format 1920w, https://cdn.sanity.io/images/aysyer41/production/2bc2654cee07dcf130f41ffdb5f482e5bbc98e6c-1536x1024.png?w=2048&q=75&auto=format 2048w, https://cdn.sanity.io/images/aysyer41/production/2bc2654cee07dcf130f41ffdb5f482e5bbc98e6c-1536x1024.png?w=3840&q=75&auto=format 3840w" src="https://cdn.sanity.io/images/aysyer41/production/2bc2654cee07dcf130f41ffdb5f482e5bbc98e6c-1536x1024.png?w=3840&q=75&auto=format"/><div class="Blog-module__qgnGkG__content"><div class="Blog-module__qgnGkG__date eyebrow">August 28, 2026</div><h4 class="Blog-module__qgnGkG__title">GetWhys on GTM. Chapter 2: Pressure and Destruction</h4><span class="Blog-module__qgnGkG__link">Read Article</span></div></div><div class="Blog-module__qgnGkG__card Blog-module__qgnGkG__smallCard"><img alt="" loading="lazy" width="1182" height="1076" decoding="async" data-nimg="1" class="Blog-module__qgnGkG__smallImage" style="color:transparent;max-width:100%;height:auto" sizes="100vw" srcSet="https://cdn.sanity.io/images/aysyer41/production/5d8680a5dd3c4aacce6052a85047330c136843f0-1182x1076.png?w=640&q=75&auto=format 640w, https://cdn.sanity.io/images/aysyer41/production/5d8680a5dd3c4aacce6052a85047330c136843f0-1182x1076.png?w=750&q=75&auto=format 750w, https://cdn.sanity.io/images/aysyer41/production/5d8680a5dd3c4aacce6052a85047330c136843f0-1182x1076.png?w=828&q=75&auto=format 828w, https://cdn.sanity.io/images/aysyer41/production/5d8680a5dd3c4aacce6052a85047330c136843f0-1182x1076.png?w=1080&q=75&auto=format 1080w, https://cdn.sanity.io/images/aysyer41/production/5d8680a5dd3c4aacce6052a85047330c136843f0-1182x1076.png?w=1200&q=75&auto=format 1200w, https://cdn.sanity.io/images/aysyer41/production/5d8680a5dd3c4aacce6052a85047330c136843f0-1182x1076.png?w=1920&q=75&auto=format 1920w, https://cdn.sanity.io/images/aysyer41/production/5d8680a5dd3c4aacce6052a85047330c136843f0-1182x1076.png?w=2048&q=75&auto=format 2048w, https://cdn.sanity.io/images/aysyer41/production/5d8680a5dd3c4aacce6052a85047330c136843f0-1182x1076.png?w=3840&q=75&auto=format 3840w" src="https://cdn.sanity.io/images/aysyer41/production/5d8680a5dd3c4aacce6052a85047330c136843f0-1182x1076.png?w=3840&q=75&auto=format"/><div class="Blog-module__qgnGkG__content"><div class="Blog-module__qgnGkG__date eyebrow">August 25, 2026</div><h4 class="Blog-module__qgnGkG__title">How Product Marketers Get the Most from GetWhys</h4><span class="Blog-module__qgnGkG__link">Read Article</span></div></div><div class="Blog-module__qgnGkG__card Blog-module__qgnGkG__smallCard"><img alt="" loading="lazy" width="1536" height="1024" decoding="async" data-nimg="1" class="Blog-module__qgnGkG__smallImage" style="color:transparent;max-width:100%;height:auto" sizes="100vw" srcSet="https://cdn.sanity.io/images/aysyer41/production/ae774eccf43fe56b2453ab07644b6ee7caa8b21d-1536x1024.png?w=640&q=75&auto=format 640w, https://cdn.sanity.io/images/aysyer41/production/ae774eccf43fe56b2453ab07644b6ee7caa8b21d-1536x1024.png?w=750&q=75&auto=format 750w, https://cdn.sanity.io/images/aysyer41/production/ae774eccf43fe56b2453ab07644b6ee7caa8b21d-1536x1024.png?w=828&q=75&auto=format 828w, https://cdn.sanity.io/images/aysyer41/production/ae774eccf43fe56b2453ab07644b6ee7caa8b21d-1536x1024.png?w=1080&q=75&auto=format 1080w, https://cdn.sanity.io/images/aysyer41/production/ae774eccf43fe56b2453ab07644b6ee7caa8b21d-1536x1024.png?w=1200&q=75&auto=format 1200w, https://cdn.sanity.io/images/aysyer41/production/ae774eccf43fe56b2453ab07644b6ee7caa8b21d-1536x1024.png?w=1920&q=75&auto=format 1920w, https://cdn.sanity.io/images/aysyer41/production/ae774eccf43fe56b2453ab07644b6ee7caa8b21d-1536x1024.png?w=2048&q=75&auto=format 2048w, https://cdn.sanity.io/images/aysyer41/production/ae774eccf43fe56b2453ab07644b6ee7caa8b21d-1536x1024.png?w=3840&q=75&auto=format 3840w" src="https://cdn.sanity.io/images/aysyer41/production/ae774eccf43fe56b2453ab07644b6ee7caa8b21d-1536x1024.png?w=3840&q=75&auto=format"/><div class="Blog-module__qgnGkG__content"><div class="Blog-module__qgnGkG__date eyebrow">August 19, 2026</div><h4 class="Blog-module__qgnGkG__title">GetWhys on GTM. Chapter 1: Your Product Isn't Why Your Company Loses Deals</h4><span class="Blog-module__qgnGkG__link">Read Article</span></div></div><div class="Blog-module__qgnGkG__card Blog-module__qgnGkG__smallCard"><img alt="" loading="lazy" width="2923" height="3897" decoding="async" data-nimg="1" class="Blog-module__qgnGkG__smallImage" style="color:transparent;max-width:100%;height:auto" sizes="100vw" srcSet="https://cdn.sanity.io/images/aysyer41/production/520c9481ee746cd76fad0c88185e0b3ab3178eab-2923x3897.jpg?w=640&q=75&auto=format 640w, https://cdn.sanity.io/images/aysyer41/production/520c9481ee746cd76fad0c88185e0b3ab3178eab-2923x3897.jpg?w=750&q=75&auto=format 750w, https://cdn.sanity.io/images/aysyer41/production/520c9481ee746cd76fad0c88185e0b3ab3178eab-2923x3897.jpg?w=828&q=75&auto=format 828w, https://cdn.sanity.io/images/aysyer41/production/520c9481ee746cd76fad0c88185e0b3ab3178eab-2923x3897.jpg?w=1080&q=75&auto=format 1080w, https://cdn.sanity.io/images/aysyer41/production/520c9481ee746cd76fad0c88185e0b3ab3178eab-2923x3897.jpg?w=1200&q=75&auto=format 1200w, https://cdn.sanity.io/images/aysyer41/production/520c9481ee746cd76fad0c88185e0b3ab3178eab-2923x3897.jpg?w=1920&q=75&auto=format 1920w, https://cdn.sanity.io/images/aysyer41/production/520c9481ee746cd76fad0c88185e0b3ab3178eab-2923x3897.jpg?w=2048&q=75&auto=format 2048w, https://cdn.sanity.io/images/aysyer41/production/520c9481ee746cd76fad0c88185e0b3ab3178eab-2923x3897.jpg?w=3840&q=75&auto=format 3840w" src="https://cdn.sanity.io/images/aysyer41/production/520c9481ee746cd76fad0c88185e0b3ab3178eab-2923x3897.jpg?w=3840&q=75&auto=format"/><div class="Blog-module__qgnGkG__content"><div class="Blog-module__qgnGkG__date eyebrow">August 11, 2026</div><h4 class="Blog-module__qgnGkG__title">How to explain âdogfoodingâ to your family and friends, in gardening terms</h4><span class="Blog-module__qgnGkG__link">Read Article</span></div></div><div class="Blog-module__qgnGkG__card Blog-module__qgnGkG__smallCard"><img alt="" loading="lazy" width="1536" height="1024" decoding="async" data-nimg="1" class="Blog-module__qgnGkG__smallImage" style="color:transparent;max-width:100%;height:auto" sizes="100vw" srcSet="https://cdn.sanity.io/images/aysyer41/production/c207c1f7d02d078242cab015b473002e72632a23-1536x1024.png?w=640&q=75&auto=format 640w, https://cdn.sanity.io/images/aysyer41/production/c207c1f7d02d078242cab015b473002e72632a23-1536x1024.png?w=750&q=75&auto=format 750w, https://cdn.sanity.io/images/aysyer41/production/c207c1f7d02d078242cab015b473002e72632a23-1536x1024.png?w=828&q=75&auto=format 828w, https://cdn.sanity.io/images/aysyer41/production/c207c1f7d02d078242cab015b473002e72632a23-1536x1024.png?w=1080&q=75&auto=format 1080w, https://cdn.sanity.io/images/aysyer41/production/c207c1f7d02d078242cab015b473002e72632a23-1536x1024.png?w=1200&q=75&auto=format 1200w, https://cdn.sanity.io/images/aysyer41/production/c207c1f7d02d078242cab015b473002e72632a23-1536x1024.png?w=1920&q=75&auto=format 1920w, https://cdn.sanity.io/images/aysyer41/production/c207c1f7d02d078242cab015b473002e72632a23-1536x1024.png?w=2048&q=75&auto=format 2048w, https://cdn.sanity.io/images/aysyer41/production/c207c1f7d02d078242cab015b473002e72632a23-1536x1024.png?w=3840&q=75&auto=format 3840w" src="https://cdn.sanity.io/images/aysyer41/production/c207c1f7d02d078242cab015b473002e72632a23-1536x1024.png?w=3840&q=75&auto=format"/><div class="Blog-module__qgnGkG__content"><div class="Blog-module__qgnGkG__date eyebrow">July 24, 2026</div><h4 class="Blog-module__qgnGkG__title">Reflections on the Relaunch of GetWhys from the Founding Product Marketer</h4><span class="Blog-module__qgnGkG__link">Read Article</span></div></div></div><div class="Blog-module__qgnGkG__card Blog-module__qgnGkG__highlightCard"><img alt="" loading="lazy" width="1254" height="1254" decoding="async" data-nimg="1" class="Blog-module__qgnGkG__highlightImage" style="color:transparent;max-width:100%;height:auto" sizes="100vw" srcSet="https://cdn.sanity.io/images/aysyer41/production/4c0830a27adb6aa439dd529d9c6b4a98c5d4953a-1254x1254.png?w=640&q=75&auto=format 640w, https://cdn.sanity.io/images/aysyer41/production/4c0830a27adb6aa439dd529d9c6b4a98c5d4953a-1254x1254.png?w=750&q=75&auto=format 750w, https://cdn.sanity.io/images/aysyer41/production/4c0830a27adb6aa439dd529d9c6b4a98c5d4953a-1254x1254.png?w=828&q=75&auto=format 828w, https://cdn.sanity.io/images/aysyer41/production/4c0830a27adb6aa439dd529d9c6b4a98c5d4953a-1254x1254.png?w=1080&q=75&auto=format 1080w, https://cdn.sanity.io/images/aysyer41/production/4c0830a27adb6aa439dd529d9c6b4a98c5d4953a-1254x1254.png?w=1200&q=75&auto=format 1200w, https://cdn.sanity.io/images/aysyer41/production/4c0830a27adb6aa439dd529d9c6b4a98c5d4953a-1254x1254.png?w=1920&q=75&auto=format 1920w, https://cdn.sanity.io/images/aysyer41/production/4c0830a27adb6aa439dd529d9c6b4a98c5d4953a-1254x1254.png?w=2048&q=75&auto=format 2048w, https://cdn.sanity.io/images/aysyer41/production/4c0830a27adb6aa439dd529d9c6b4a98c5d4953a-1254x1254.png?w=3840&q=75&auto=format 3840w" src="https://cdn.sanity.io/images/aysyer41/production/4c0830a27adb6aa439dd529d9c6b4a98c5d4953a-1254x1254.png?w=3840&q=75&auto=format"/><div class="Blog-module__qgnGkG__content"><div class="Blog-module__qgnGkG__date eyebrow">July 15, 2026</div><h4 class="Blog-module__qgnGkG__title">Instant* Buyer Enr
9ichment and Validation</h4><div class="Blog-module__qgnGkG__excerpt"><p>When we first started selling GetWhys in 2023, we sold the concept of instant access to buyer insights.</p><p>On one hand... it was really cool. It was the first time that our customers could ask questions and get answers, immediately. I was going around telling them something like this:</p><p><em>In an ideal world, before you built, created, or said anything, you'd:</em></p><span class="_display-block _pt-2" aria-hidden="true"></span><ul><li><em>pause time</em></li><li><em>run a focus group with your target audience on the thing you planned to do</em></li><li><em>use that information to do better work</em></li></ul><span class="_display-block _pt-2" aria-hidden="true"></span><p><strong>Functionally, I was going around selling the B2B version of the Adam Sandler movie Click.</strong></p><p><br/></p></div><span class="Blog-module__qgnGkG__link">Read Article</span></div></div><div class="Blog-module__qgnGkG__grid"><div class="Blog-module__qgnGkG__card Blog-module__qgnGkG__smallCard"><img alt="" loading="lazy" width="1536" height="1024" decoding="async" data-nimg="1" class="Blog-module__qgnGkG__smallImage" style="color:transparent;max-width:100%;height:auto" sizes="100vw" srcSet="https://cdn.sanity.io/images/aysyer41/production/4a98e839a5e7cb66c9752012b530ae1c4b02998e-1536x1024.png?w=640&q=75&auto=format 640w, https://cdn.sanity.io/images/aysyer41/production/4a98e839a5e7cb66c9752012b530ae1c4b02998e-1536x1024.png?w=750&q=75&auto=format 750w, https://cdn.sanity.io/images/aysyer41/production/4a98e839a5e7cb66c9752012b530ae1c4b02998e-1536x1024.png?w=828&q=75&auto=format 828w, https://cdn.sanity.io/images/aysyer41/production/4a98e839a5e7cb66c9752012b530ae1c4b02998e-1536x1024.png?w=1080&q=75&auto=format 1080w, https://cdn.sanity.io/images/aysyer41/production/4a98e839a5e7cb66c9752012b530ae1c4b02998e-1536x1024.png?w=1200&q=75&auto=format 1200w, https://cdn.sanity.io/images/aysyer41/production/4a98e839a5e7cb66c9752012b530ae1c4b02998e-1536x1024.png?w=1920&q=75&auto=format 1920w, https://cdn.sanity.io/images/aysyer41/production/4a98e839a5e7cb66c9752012b530ae1c4b02998e-1536x1024.png?w=2048&q=75&auto=format 2048w, https://cdn.sanity.io/images/aysyer41/production/4a98e839a5e7cb66c9752012b530ae1c4b02998e-1536x1024.png?w=3840&q=75&auto=format 3840w" src="https://cdn.sanity.io/images/aysyer41/production/4a98e839a5e7cb66c9752012b530ae1c4b02998e-1536x1024.png?w=3840&q=75&auto=format"/><div class="Blog-module__qgnGkG__content"><div class="Blog-module__qgnGkG__date eyebrow">June 12, 2026</div><h4 class="Blog-module__qgnGkG__title">AI Has No Taste: Notes from the PMA Leaders Summit in New York City</h4><span class="Blog-module__qgnGkG__link">Read Article</span></div></div><div class="Blog-module__qgnGkG__card Blog-module__qgnGkG__smallCard"><img alt="" loading="lazy" width="1536" height="1024" decoding="async" data-nimg="1" class="Blog-module__qgnGkG__smallImage" style="color:transparent;max-width:100%;height:auto" sizes="100vw" srcSet="https://cdn.sanity.io/images/aysyer41/production/0fdb98c30d579c6a3e7e569b15ea82d5ec1ac61d-1536x1024.png?w=640&q=75&auto=format 640w, https://cdn.sanity.io/images/aysyer41/production/0fdb98c30d579c6a3e7e569b15ea82d5ec1ac61d-1536x1024.png?w=750&q=75&auto=format 750w, https://cdn.sanity.io/images/aysyer41/production/0fdb98c30d579c6a3e7e569b15ea82d5ec1ac61d-1536x1024.png?w=828&q=75&auto=format 828w, https://cdn.sanity.io/images/aysyer41/production/0fdb98c30d579c6a3e7e569b15ea82d5ec1ac61d-1536x1024.png?w=1080&q=75&auto=format 1080w, https://cdn.sanity.io/images/aysyer41/production/0fdb98c30d579c6a3e7e569b15ea82d5ec1ac61d-1536x1024.png?w=1200&q=75&auto=format 1200w, https://cdn.sanity.io/images/aysyer41/production/0fdb98c30d579c6a3e7e569b15ea82d5ec1ac61d-1536x1024.png?w=1920&q=75&auto=format 1920w, https://cdn.sanity.io/images/aysyer41/production/0fdb98c30d579c6a3e7e569b15ea82d5ec1ac61d-1536x1024.png?w=2048&q=75&auto=format 2048w, https://cdn.sanity.io/images/aysyer41/production/0fdb98c30d579c6a3e7e569b15ea82d5ec1ac61d-1536x1024.png?w=3840&q=75&auto=format 3840w" src="https://cdn.sanity.io/images/aysyer41/production/0fdb98c30d579c6a3e7e569b15ea82d5ec1ac61d-1536x1024.png?w=3840&q=75&auto=format"/><div class="Blog-module__qgnGkG__content"><div class="Blog-module__qgnGkG__date eyebrow">May 29, 2026</div><h4 class="Blog-module__qgnGkG__title">Product Marketers Donât Distrust AI. They Distrust Unverifiable Outputs.</h4><span class="Blog-module__qgnGkG__link">Read Article</span></div></div><div class="Blog-module__qgnGkG__card Blog-module__qgnGkG__smallCard"><img alt="" loading="lazy" width="1280" height="960" decoding="async" data-nimg="1" class="Blog-module__qgnGkG__smallImage" style="color:transparent;max-width:100%;height:auto" sizes="100vw" srcSet="https://cdn.sanity.io/images/aysyer41/production/fb74cdc7ea2b91daa769a7069531a66ab0953758-1280x960.jpg?w=640&q=75&auto=format 640w, https://cdn.sanity.io/images/aysyer41/production/fb74cdc7ea2b91daa769a7069531a66ab0953758-1280x960.jpg?w=750&q=75&auto=format 750w, https://cdn.sanity.io/images/aysyer41/production/fb74cdc7ea2b91daa769a7069531a66ab0953758-1280x960.jpg?w=828&q=75&auto=format 828w, https://cdn.sanity.io/images/aysyer41/production/fb74cdc7ea2b91daa769a7069531a66ab0953758-1280x960.jpg?w=1080&q=75&auto=format 1080w, https://cdn.sanity.io/images/aysyer41/production/fb74cdc7ea2b91daa769a7069531a66ab0953758-1280x960.jpg?w=1200&q=75&auto=format 1200w, https://cdn.sanity.io/images/aysyer41/production/fb74cdc7ea2b91daa769a7069531a66ab0953758-1280x960.jpg?w=1920&q=75&auto=format 1920w, https://cdn.sanity.io/images/aysyer41/production/fb74cdc7ea2b91daa769a7069531a66ab0953758-1280x960.jpg?w=2048&q=75&auto=format 2048w, https://cdn.sanity.io/images/aysyer41/production/fb74cdc7ea2b91daa769a7069531a66ab0953758-1280x960.jpg?w=3840&q=75&auto=format 3840w" src="https://cdn.sanity.io/images/aysyer41/production/fb74cdc7ea2b91daa769a7069531a66ab0953758-1280x960.jpg?w=3840&q=75&auto=format"/><div class="Blog-module__qgnGkG__content"><div class="Blog-module__qgnGkG__date eyebrow">April 16, 2026</div><h4 class="Blog-module__qgnGkG__title">GetWhys raises $5.2M to close the research-to-outcome gap for B2B GTM teams</h4><span class="Blog-module__qgnGkG__link">Read Article</span></div></div><div class="Blog-module__qgnGkG__card Blog-module__qgnGkG__smallCard"><img alt="" loading="lazy" width="2664" height="1627" decoding="async" data-nimg="1" class="Blog-module__qgnGkG__smallImage" style="color:transparent;max-width:100%;height:auto" sizes="100vw" srcSet="https://cdn.sanity.io/images/aysyer41/production/029818a04bb05d252ed88beda95950b68862608a-2664x1627.jpg?w=640&q=75&auto=format 640w, https://cdn.sanity.io/images/aysyer41/production/029818a04bb05d252ed88beda95950b68862608a-2664x1627.jpg?w=750&q=75&auto=format 750w, https://cdn.sanity.io/images/aysyer41/production/029818a04bb05d252ed88beda95950b68862608a-2664x1627.jpg?w=828&q=75&auto=format 828w, https://cdn.sanity.io/images/aysyer41/production/029818a04bb05d252ed88beda95950b68862608a-2664x1627.jpg?w=1080&q=75&auto=format 1080w, https://cdn.sanity.io/images/aysyer41/production/029818a04bb05d252ed88beda95950b68862608a-2664x1627.jpg?w=1200&q=75&auto=format 1200w, 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class=" _flex _justify-content-start _align-items-start _flex-direction-column"><blockquote class="Blockquote-module__YjHo1a__content"><div class=""><h3>âAs a product marketer, being able to extract insights from my organizationâs data, everything online, and GetWhysâ customer interview database, all in one location, is an absolute dream.â</h3></div></blockquote><cite class="Blockquote-module__YjHo1a__cite"><figure><div class=" _flex _gap-1 _justify-content-start _align-items-start _flex-direction-row"><img alt="Casey Samulski headshot" loading="lazy" width="64" height="64" decoding="async" data-nimg="1" class="Blockquote-module__YjHo1a__authorImage" style="color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mN0sN9gDAADWgFkaWhRfgAAAABJRU5ErkJggg==")" 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Chapter 4: The Safe Story Wins\",\"leadText\":[{\"_key\":\"0dd50de6fada\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d2630fd23ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"Buyers in complex B2B deals don't pick the best product; they turn scattered signals into one story about what's safe to choose, and the safest, most believable story wins over the strongest raw evidence. That's why sandboxes, peer references, and hands-on trials beat polished decks: they let buyers \\\"rehearse the regret\\\" and test the story instead of just trusting it, and it's why brand and incumbency give known vendors a head start that challengers have to earn from zero. 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We break down what each one sounds like, why the dominant pressure shifts mid-deal for reasons that have nothing to do with your messaging, and how to spot a real objection versus a polite way of saying something else.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"publicationDate\":\"2026-08-28T19:16:00.000Z\",\"slug\":{\"_type\":\"slug\",\"current\":\"the-arc-engine-chapter-2-pressure-and-destruction\"},\"title\":null},{\"_id\":\"0fdd84f0-a7d1-45f2-af43-9912ce24f6fb\",\"featuredImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-5d8680a5dd3c4aacce6052a85047330c136843f0-1182x1076-png\",\"_type\":\"reference\"}},\"headline\":\"How Product Marketers Get the Most from GetWhys\",\"leadText\":[{\"_key\":\"a8e157806f69\",\"_type\":\"block\",\"children\":[{\"_key\":\"ace4e3ca6df6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Every tech tool promises to
10save you time. That's an easy line to deliver in a 30-minute demo, but much harder to prove six weeks later. Technically available isn't the same as actually used, and most PMM tools lives entirely in that gap.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5051d5737779\",\"_type\":\"block\",\"children\":[{\"_key\":\"b4c54d4128cd\",\"_type\":\"span\",\"marks\":[],\"text\":\"So instead of pitching you on everything GetWhys can theoretically do, I pulled the actual usage patterns across our customer base and ranked what product marketers actually reach for. Three use cases show up more than anything else:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ae405b5bf76a\",\"_type\":\"block\",\"children\":[{\"_key\":\"defdc411cc71\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Turning real buyer research into content that doesn't read like it was guessed at\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eae1738f2447\",\"_type\":\"block\",\"children\":[{\"_key\":\"585cfa3f8a95\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Getting answers to buyer questions without kicking off another research project\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"49d5b39c9db7\",\"_type\":\"block\",\"children\":[{\"_key\":\"3fefd6639eae\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Checking that content holds up before it ships.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ff000bd1ebd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0f347dbf63f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here's what that looks like in practice, in our customers' own words.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"publicationDate\":\"2026-08-25T16:01:00.000Z\",\"slug\":{\"_type\":\"slug\",\"current\":\"how-product-marketers-get-the-most-from-getwhys\"},\"title\":null},{\"_id\":\"8e541516-f6f9-47ce-b042-e55d61d0ace3\",\"featuredImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-ae774eccf43fe56b2453ab07644b6ee7caa8b21d-1536x1024-png\",\"_type\":\"reference\"}},\"headline\":\"GetWhys on GTM. Chapter 1: Your Product Isn't Why Your Company Loses Deals\",\"leadText\":[{\"_key\":\"a12ee40f4e22\",\"_type\":\"block\",\"children\":[{\"_key\":\"9effe135740e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pull up two deals your team closed and lost last quarter. You pitched the same product, at the same price, against the same competitors. Now go listen to the actual calls. Chances are the pitch was basically identical. So if the story didn't change, something else did.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a5dda5f74637\",\"_type\":\"block\",\"children\":[{\"_key\":\"8f3289e23200\",\"_type\":\"span\",\"marks\":[],\"text\":\"That something almost never shows up on a feature matrix. It's the budget freeze nobody mentioned, the bad vendor experience still fresh from last year, the exec who just wanted a safe pick instead of a flashy one. Most teams are great at writing down what the product does. Almost nobody writes down why a specific buyer actually said yes. That's the gap we're digging into here.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"publicationDate\":\"2026-08-19T17:56:00.000Z\",\"slug\":{\"_type\":\"slug\",\"current\":\"getwhys-on-gtm-chapter-1-your-product-isn-t-why-your-company-loses-deals\"},\"title\":null},{\"_id\":\"787898bb-9649-4f45-b2fc-930c8fba4b66\",\"featuredImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-520c9481ee746cd76fad0c88185e0b3ab3178eab-2923x3897-jpg\",\"_type\":\"reference\"}},\"headline\":\"How to explain âdogfoodingâ to your family and friends, in gardening terms\",\"leadText\":[{\"_key\":\"1b6b6b20c716\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b8284b21f92\",\"_type\":\"span\",\"marks\":[],\"text\":\"On a day in mid-June, I was a few weeks into my new role at GetWhys and also on a FaceTime call with my mother.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"95b148824338\",\"_type\":\"block\",\"children\":[{\"_key\":\"b65e4dab69aa\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stick with me. Itâs all related.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"13fe16c6d6de\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca30c075d3d4\",\"_type\":\"span\",\"marks\":[],\"text\":\"My very non-technical, excited-when-she-learned-to-attach-photos-to-emails mother was standing in the middle of what she calls the âcompost gardenâ â the space where crops grow when seeds from her compost get out of control. Some of the best tomatoes Iâve ever had come out of the scraps of food they churn into this soil.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6a720b8877f3\",\"_type\":\"block\",\"children\":[{\"_key\":\"fae471f19ba1\",\"_type\":\"span\",\"marks\":[],\"text\":\"During this conversation, I made the mistake of using the term âdogfoodingâ while trying to de
10scribe our upcoming launch.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"publicationDate\":\"2026-08-11T18:27:00.000Z\",\"slug\":{\"_type\":\"slug\",\"current\":\"dogfooding\"},\"title\":null},{\"_id\":\"0c9d8b44-b686-47d6-a199-24594d790ebc\",\"featuredImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-c207c1f7d02d078242cab015b473002e72632a23-1536x1024-png\",\"_type\":\"reference\"}},\"headline\":\"Reflections on the Relaunch of GetWhys from the Founding Product Marketer\",\"leadText\":[{\"_key\":\"4ea518cf16a9\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d31a7173bdf\",\"_type\":\"span\",\"marks\":[],\"text\":\"I'm the founding product marketer at GetWhys, a company that builds a product for product marketers, and we just launched something I personally use everyday. GetWhys now lives inside Claude as an MCP server, pulling in our buyer research alongside your Claap and Gong call data so the content you draft gets grounded in real signal instead of a guess. You use the AI you use all day, backed by better information. 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