This fall, Kate Kolody will release 140 Strategies That Drive Buying Decisions, a practical book about how commercial decisions are formed and what shapes the moment when a customer chooses, hesitates, or walks away.
A purchase begins long before checkout. Customers notice a product, assess its value, compare alternatives, evaluate risk, look for reasons to trust, and gradually construct a decision. Price, assortment, content, reviews, timing, terms, competition, and the sequence in which information appears all become part of that process. Each element can influence the direction of the choice.
At the center of the book are more than 140 strategic techniques and stratagems built around recurring mechanisms of buying behavior: attention, trust, risk, comparison, expectations, time, resources, constraints, competition, contradictions, and the structure of the decision itself.
Each technique focuses on a specific leverage point. In one situation, the decisive factor may be the level at which the customer is considering the decision. In another, it may be the frame of comparison, the order in which information is presented, the architecture of the offer, the role of the brand, or the way an existing business resource is used.
As the book progresses, individual techniques begin to reveal larger patterns. The reader moves from recognizing a specific move to understanding the mechanism behind it, and from there to applying that mechanism in a different commercial situation.
140+ techniques and stratagems → recognition of mechanisms → construction of solutions → creation of an original strategy.
A dedicated strategic section explores how individual mechanisms develop into a complete commercial system. It looks at the business’s starting conditions, available resources, constraints, real problems, key contradictions, points of influence, and the sequence in which decisions need to be made.
This makes the book especially useful when familiar recommendations no longer provide a sufficient answer: the product is strong, traffic exists, the market is understood, and customers still fail to choose. The task then becomes more precise — identify where the decision is being lost, understand the mechanism behind that loss, and find the point where intervention can change the commercial outcome.
140 Strategies That Drive Buying Decisions is designed as a working tool for founders, e-commerce leaders, product and growth teams, strategists, and professionals responsible for commercial performance. It can be returned to whenever a new problem appears — as a library of possible moves and as a framework for constructing a solution specific to the situation at hand.
Its central idea is simple:
The real product of this book is not its 140 techniques, but the ability to create the 141st one yourself.
Join the Waitlist
The waitlist for 140 Strategies That Drive Buying Decisions is now open.
Those who join will be among the first to receive access to the book when it is released and will also receive a complimentary DEXI® analysis, applying the VESNA© diagnostic framework to a key point within their own buying-decision environment.
