The 95–5 Rule and the Power of Memory

Research shows that 95% of your potential buyers aren't in-market today. They may not be for months, even years. Which means the real competition isn't just for today's sale - it's for tomorrow's memory.

If you only show up when someone is ready to buy, you're already too late. The question is - when they finally do enter the market, will they think of you? Or someone else?

This is where positioning and narrative matter most. A distinct market position and a story that lodges emotionally in the mind ensure that when buyers shift from "not looking" to "ready to buy," your company is top of mind - trusted, remembered, and valued.

At The Tomorrow Partnership, we help growth companies build the kind of presence that stays with people long after the meeting ends. Because the first brand remembered is usually the first brand chosen - and that's where value is created.