A personalised first-touch. Chip away resistance on any department.

Engage stakeholders publicly. Soften resistance and draw one extra card.

Invite the full buying committee. Reduce resistance across all departments.

A shared contact makes the introduction. Bonus if LinkedIn was played previously.

Plant billboards outside the target HQ. Primes the department. Your next play on this same target hits for +8 extra.

Name the status quo as the enemy. Base -15 resistance. Against deeply sceptical targets (resistance above 60), hits twice as hard.

Align your brand values with buyer identity. Base -12 resistance. Champions and execs respond with an extra -8.

Immersive audio-visual campaign stops the scroll and dominates share of voice. -15 resistance and cuts rival threat by 15.

Reactive PR that hijacks the dominant category conversation. -12 resistance, rival threat down 12, and draw 1 card.

Partner with the sector professional body to access 200k+ named members. -16 resistance, draw 1, rival locked out next round.

Launch an executive podcast. -6 resistance on all departments now and for the next 2 rounds.

Activate at a global moment the whole committee is watching. -10 all departments, rival threat -10.

Own the answer when the committee asks AI who to buy from. -8 all departments, -14 on any already below 60.

Organic creator content, zero paid media. Costs 0 budget the first time played. -14 Resistance.