Decision Making Archetypes in B2B Sales with Margo White
From Daring to Succeed by Julianna Yau Yorgan
March 2, 2026 · 33 min · Season 3 · Episode 8
About this episode
Margo White discusses decision making archetypes in B2B sales, focusing on the roles of Survivors and Inventors in the boardroom.
Forged from a B2B background where she needed to sell complicated ideas in the very first meeting to people she knew nothing about (and with no time to figure it out), Margo White found the only 2 “universes” that matter in the boardroom: Survivors and Inventors. Because the conversation with the person on the other side of the table doesn’t change based on the university they graduated from, the type of car they drive or how many kids they have. Together, we discuss: Moving beyond literal applications of marketing archetypes The complexity of individual, group and company-level decision making psychology The markers of Survivors and Inventors, how to tell which you are, and how to quickly tell which someone else is Why we need both Survivors and Inventors, with examples from companies like Apple and Samsung The concept of identity as the driving force of how decisions are made, not what decision is made Practical guidance from both of us on how take this into your next boardroom or leadership conversation. Connect with Margo White: Website: https://prospectingbroker.com Instagram: https://www.instagram.com/prospectingbroker/ Survivors, Inventors free download…
People in this episode
Host: Julianna Yau Yorgan
Guest: Margo White
Topics covered
- B2B sales
- decision making
- marketing archetypes
- business psychology
- leadership
- identity in decision making
Keywords
- B2B sales
- decision making
- Survivors
- Inventors
- business psychology
- leadership
- marketing archetypes
Mentioned in this episode
Organizations: Apple, Samsung, Prospecting Broker
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