Value didn't lose. Friction won.
You've lost a deal you should have won. Not on price. Not on product. The value was clear, the trust was real - and still, the decision stalled. No script explained why.
That stall has a name.
Every advisor knows the sales process. Most have studied the buying process. Almost none have been trained for the third - the one that decides whether a decision actually moves.
The decision process.
In Attach High, Guffy Wright draws on two decades guiding executives, founders, and leaders through million-dollar decisions to name the three forces that stop good decisions cold: confusion, which keeps the mind from settling; fear, which keeps the body from moving; and misalignment, which keeps the room from agreeing.
Then he gives you the system to remove them. Value creates clarity. Vulnerability creates safety. Validation creates direction. Remove the friction and you get decision velocity - the speed and direction a decision takes once nothing is left to resist it.
This is not another sales book. It is the operating manual for what happens after value is clear and before anything moves.
Attach to the decision. Detach from the outcome. And watch it move.
