The single most decisive factor in a B2B purchase is not price, and it is not the product. According to LinkedIn's research, it is fear: the buyer's fear of not being able to defend the decision if it goes wrong. That insight is the foundation of Buyability, the framework LinkedIn has spent three years building and brought to the main stage at Cannes Lions. If you sell to businesses in India, it is the most useful thing you can read this quarter. The short version: LinkedIn,
