Time to read: 3mins
This Is Your Inside Edge: If you’ve ever wondered why people don’t see the value in what you offer, this Inside Edge will help you rethink how buying decisions really happen.
People don’t buy what others want to sell; they buy what they want to buy.
Sounds obvious, right?
And yet, for years, I didn’t fully get it myself.
I thought success came from being the best at what I do, knowing more, delivering more, proving my worth through effort.
But I learned (the hard way) that people weren’t buying from me because of what I knew. Information is cheap.
They were buying because something about the way I worked (because implementation is hard), what I stood for, or how I showed up connected with them in a way that mattered.
And that gave me the courage to be more of myself.
Why People Buy
Think about the last time you bought something that really mattered to you.
Maybe it was a course, a trip, a book, or even something small that felt like a step toward the life you want.
Chances are, it wasn’t just about the thing itself. It was about how it made you feel, the possibility of stepping into a new version of yourself, moving closer to something you’d been craving, or simply experiencing a moment that felt meaningful.
But there’s something else at play.
We don’t just buy based on what we want. We buy when something feels right, when it connects with us in a way that matters.
That’s why social proof plays a role, but it’s not everything.
- We’re drawn to things that feel aligned with where we see ourselves going.
- We take action when something feels like it was made for us.
- We hesitate when something feels purely transactional or logical.
This is why people often ignore what they need but lean toward what calls to them.
Because need is logical. Want is emotional. And the things we want most are the ones that make us feel seen, understood, and excited to take action.
Movements, Businesses & Ideas That Inspire Action
The people who create real impact don’t just offer products, services, or ideas.
They create something that deeply resonates with the people they serve.
Brené Brown didn’t just sell books; she created a movement around vulnerability and courage.
Simon Sinek didn’t just give talks; he got people to rethink leadership through the lens of purpose.
Mel Robbins didn’t just write about confidence; she gave people a simple tool (the 5-second rule) to take action in their lives.
Their work became desirable not because they convinced people to buy, but because people saw themselves in the message.
And when we feel that pull, when something aligns with where we’re going, we take action.
What This Means for Me (and You)
This shift, from trying to sell what I thought people needed to creating something people felt deeply connected to, changed how I work.
I’ve seen how powerful this is, and I’m always refining how to make it even more effective.
Because trust me, no one invests in negotiation training just because I tell them they need it.
But when I share the kinds of people I work with, such as buyers for Australia’s largest food retailer - responsible for multi-million dollar categories of spend, to a property developer refining their acquisition strategy, or a not-for-profit with a huge mission to create the Sunshine Coast into the Silicon Valley for advanced manufacturing in Australia, suddenly, interest is piqued.
Why?
Because people don’t just buy based on logic.
They buy when something clicks. When they see themselves in the story. When it feels personal, relevant, like it was made for them.
That’s why when I work with businesses, founders, and teams, we don’t just talk about negotiation skills.
We clarify the value of their work in a way that resonates deeply, so the right people don’t just understand it, they feel compelled to be part of it.
If you’re leading a project, a business, or a vision for change, this is your edge.
The people who need what you offer? They already exist.
But the real question is, do they truly see the value?
Do they understand not just what you offer, but why it matters to them?
If so, stop focusing on making yourself, your ideas, or your work more available.
Because the most powerful way to make something available is to make its value undeniable.
Your Inside Edge
So, here’s the thought I’ll leave you with:
Are you trying to convince people of what they need, or are you making them want in?
And if you’re struggling to get traction, is it because people don’t truly see why it matters to them?
Because people don’t buy what others want to sell.
They buy what truly speaks to them.
Keep going and keep growing.
Warmest,
Glin
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