In this episode of The Next Decision, Sal Fuentes sits down with Tony Uphoff, CEO of Pipeline360, to break down the forces reshaping B2B growth heading into 2026.

Tony shares why AI is creating a widening gap between high- and low-performing teams, how brand and demand are finally converging, and why the future of B2B looks less like software—and more like service-as-software. They also dig into PLG vs sales-led motions, the rise of new GTM leadership roles, and Tony’s “Four P’s” framework for making better executive decisions.

AI is advancing fast, but organizational adoption is lagging behind. In this episode, MindScale AI CEO Seymour Duncker joins Jarie Bolander to discuss why AI feels stalled, what deep agents can actually do, and why the next leap in AI depends on skills, systems, and discipline.

Topics covered: • The AI plateau • Shallow vs deep agents • Integration challenges • Why requirements matter again • The limits of AI-generated code • Quality assurance through judges • The need for organizational upskilling

Why do emotions drive every decision we make?

In this episode of The Next Decision, host Jarie Bolander sits down with Ian Baer, Founder & CEO of Sooth, to explore the emotional core behind business and consumer choices. From predictive intelligence to the fact that 90% of financial decisions are emotional, Ian explains why demographics and past behavior aren’t enough—and how emotional, practical, and situational needs shape what people really do.

What you’ll learn in this episode:

• Why every decision has an emotional trigger

• How emotions, practical filters, and situational context predict choices

• Why only 7% of brand decisions can be explained by demographics

• How decision fatigue shapes modern buyers

• What B2B and B2C marketers can learn from each other

• Why empathy and storytelling are the most powerful tools in marketing

Listen to the full conversation to understand how emotions drive decisions—and how brands can connect with customers on a deeper level.

More from The Next Decision: https://www.youtube.com/playlist?list=PLemOze6ZExypHSrOBc3A6gTDTIFqsYFef

Decision Counsel: https://decisioncounsel.com

Sooth: https://sooth.com