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Reference Story: FCT Sweden AB Aligning Deep Tech into “Hydrogen for the Rebellious”

In theory, B2B buying decisions should be rational. Spreadsheets are built, ROI is modeled, and feature matrices are compared. Yet in practice, many well-qualified opportunities don’t end in a competitive loss. They end in no decision at all . This is not a pipeline anomaly. It is human behavior. In my work with complex B2B decisions, I see this pattern emerge with remarkable consistency. Research from Gartner shows that 77% of B2B buyers describe their purchase as very compl