2025 is the year of delivering real value in technology

Happy New Year, everybody. I think you’re still just about allowed to say that.

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Parka testing has started. I leave tomorrow to go to New York. For everybody going to NRF, I hope you have a great show.

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Let’s talk about value. This idea of value and value propositions and value for money, and the year 2025 will be about value in technology. Particularly in the spaces that we all work in.

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I think that we are under pressure to deliver value to our customers and that’s value in connection, deliver value to our community, and I could bang on about it for hours.

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But let’s all just try and get lots of value out of the next 5 or 6 days as we freeze our proverbials off in the Big Apple.

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Nobody will be having any fun. I guarantee you all in the UK that nobody will have any fun at all, and we will all be working very, very hard.

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Have a great time. I’ll see you there. Bye.

Blog

The peer-led buyer: why trust trumps pitch

Buyers don’t want your pitch—they want proof. Today’s retail tech decision-makers are self-educating, peer-influenced, and allergic to outdated sales tactics. Over 80% of their journey happens before they speak to a vendor. So if you’re not showing up in the places they trust—content, conversations, and events—you’re not in the running. In this article, we explore how B2B buyers research, why peer-led content and events outperform traditional marketing, and what vendors can do to build trust before the sales cycle even starts.