A deep chapter on the actual psychology that drives B2B and B2C buying decisions: status, certainty, risk avoidance, identity. Zero NLP nonsense.
Coming next: buyer-side decision frameworks, listening for buying signals in real conversations, and the 3-question pricing diagnostic that reveals what someone will actually pay.
Every Academy chapter is written from real founder operations — annotated calls, real messages that closed, real positioning shifts that worked. Zero motivational fluff.