Dynamic Decisions Podcast

Empathy Sells
What does a biochemist-turned-marketing strategist know about selling to people who are trained to poke holes in everything? A lot, it turns out.

In this episode, Teasha Cable sits down with Hamid Ghanadan, founder and CEO of The Linus Group, who has spent 30 years cracking the code on marketing and sales to scientists, doctors, and engineers. His counterintuitive insight: dumping more data on skeptical buyers doesn't persuade them — it actually widens the gap.

The real key? Empathy. And its close cousin, curiosity.

Hamid breaks down why the flip side of skepticism is curiosity, and how skilled marketers can guide technical buyers from guarded to genuinely engaged — without ever forcing the conclusion. He also explains why values, not data, sit at the core of every real decision, and why "data-heavy" strategies are often working against you.

Whether you're launching a life science product, pitching investors, or simply trying to move a stubborn stakeholder, this episode will reshape how you think about influence.

https://www.cmodel.io

https://www.thelinusgroup.com