In this episode of Life Sciences Sales Lab, Dr. Shannon Gregg sits down with Hamid Ghanadan, founder of Linus and author of Not Buying It, to unpack one of the biggest challenges in sales: why people hesitate to buy even when the value seems obvious.

Hamid shares his philosophy of “finding the third way” — looking beyond black-and-white thinking to better understand human behavior, decision-making, and the hidden barriers that stop customers from taking action.

From buyer psychology to market adoption challenges, this conversation is packed with insights for sales leaders, marketers, and innovators in life sciences looking to build stronger customer connections and create strategies that actually work.