Creating Urgency

About this book

The companies that win aren't the ones with the best product, but the ones that make every buyer move now--not later. Stop losing to buyer indecision and stalled conversations, and instead learn how to create urgency, transforming hesitation into momentum that drives faster deals and bigger wins. In Creating Urgency, Steven Mark Kahan draws on decades of experience helping startups scale to billions in value to show sales and marketing leaders how to replace buyer hesitation with decisive action. With lessons forged in the trenches and proven at high-growth companies, Kahan reveals how to make inaction feel costly, decisions feel necessary, and movement feel inevitable. Discover how to stop competing against other vendors and start competing against the true enemy: inaction. Through frameworks, tools, and vivid real-world examples, Kahan teaches you to reframe buyer hesitation, uncover invisible risks, and create momentum that gets deals moving. Creating Urgency doesn't offer theory--it's a tried-and-true playbook for turning passive interest into urgent commitment. Inside, you'll learn how to: Expose the hidden costs of waiting and make delay feel riskier than change Use storytelling, contrast, and data to spark "aha" moments that buyers can't unsee Create deadlines and time-bound triggers that force clarity and accelerate decisions Equip champions to win internal budget battles and overcome organizational inertia Keep urgency alive after the close, turning renewals and expansions into growth engines With urgency embedded into your sales and marketing strategy, you'll stop losing to inertia and start winning with speed. Creating Urgency is the definitive guide to moving buyers off the fence--and moving your business ahead.