Changing up the way you look at the chess board.
Understanding your Audience.
See things out of your Audience's Perspective
Research what people think and what people are looking for
What do people think about your company and what do you want them to?

When it comes to Purchase decisions, here are a few things to consider:
Who is the decision maker ?
Who has to carry the burden of payment ?
Who is experiencing the pain?
How does the service or product solve the pain?
Why should they continue to buy later?