I’m currently reading The Framemaker Sale by Brent Adamson, co-author of The Challenger Sale

In it, Brent poses a thought-provoking question:

“How long does it take for customers to hit that specific moment where online learning flips from helpful to overwhelming?”

He expected the answer might be weeks, days, or maybe a few hours. But during a seminar, a CMO quickly blurted out:

“Two seconds!”

The room went silent. Surprised, Brent asked, “Two seconds? Why so fast?”

The CMO explained: “Because that’s how long it takes to hit enter on a search and get ten thousand results back.”

That answer highlights something critical about content today: it’s not about how much we produce, but how relevant it is to our buyers

Too often, sales teams are left unequipped to leverage social, or marketing continues to churn out “buy my product because we’re great” messaging

This approach no longer resonates, if it ever did

Buyers don’t just want more information; they want trusted sources who can cut through the noise and make sense of it

And that’s where the personal brand of the salesperson comes in

It’s not just about selling, it’s about showing up as a credible, trusted guide

Conclusion: In a world where customers are overwhelmed in just two seconds, the winning strategy isn’t more content, it’s more relevance, delivered by trusted voices