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In 2025, Edelman and LinkedIn studied nearly 2,000 global professionals, focusing on hidden buyers – internal people who aren’t always visible to the vendor but still influence the purchase.
The report found that over 40% of B2B deals stall due to internal misalignment within buying groups.
Unexpected shortcut?
Founder persona.
Thought leadership helps influence these “invisible” deal participants before sales even enters the conversation.
This is a strong argument for the founder persona as a moat: The founder’s public thinking becomes internal sales material for people the founder will never meet.
Build in public.