#55 – I'm Not Lovin' It: Why Getting Attention Isn't Getting Buy-In – Or Getting Deals Done

The recent viral McDonald's CEO video got what most brands and companies are chasing: attention. But attention isn't the same as buy-in – and it definitely isn't the same as getting a deal done. This week on S4N, Gene unpacks what most people are missing when they look at moments like this – and why attention alone can be misleading, especially in sales and negotiation. If you've ever had a conversation that didn't move forward, interest that didn't convert, or a deal that stalled for reasons you couldn't quite explain, this episode breaks down what's really going on – and what to do differently if you want your message to actually land. Getting attention might start the conversation. But only credibility gets the deal done. Remember: negotiation is life.  Mentioned in this episode:  Video posted by Chris Kempczinski on February 3, 2026 "McDonald's C.E.O. Takes a Big Bite Out of a Burger. Maybe Scratch 'Big'."  by Victor Mather for The New York Times, March 5, 2026 "An 'epic fail' by McDonald's turned into a marketing win" by Megan McArdle for The Washington Post, March 15, 2026