Brian Lange

Enthusiast
DISC Type : i

Co-Founder and CRO at Future Commerce

Greater Seattle Area, United States

Overview

Brian Lange is the Co-founder and CRO of Future Commerce, a media company focused on the intersection of commerce and culture. With over 15 years of experience in retail strategy, he is a respected voice in the industry and a member of the Forbes Technology Council. He holds a BA from the University of Washington.

Colleagues describe Brian as a pragmatic and sharp-minded leader who provides strategic guidance and excels at building strong partnerships within the eCommerce community.

He was one of seven global community members appointed to the founding task force that established the independent, non-profit Magento Association.

Personality Overview

Story Driven

Non-Confrontational

Optimistic

Unlike D or C types, they are convinced more by stories and testimonials.  They prefer to build relationships rather than staying totally transactional. They tend to be agreeable by nature, so take their promises with a pinch of salt.


Topics They Care About

Culture and Commerce
His company and podcast, Future Commerce, are dedicated to exploring the intersection of culture, consumer behavior, and commerce, a topic he frequently speaks about.
AI in Commerce
Discusses how AI is transforming commerce, emphasizing that it will push humans to be more imaginative and empathetic in their roles.
Brand Storytelling
Focuses on how the best brands build a myth and create lasting value through the stories they tell and the stories customers tell about them.

Media Appearances

LIVE Podcast with Future Commerce (Brian Lange & Phillip Jackson). Featured in YouTube

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Ep. 36: Future Commerce ft. Phillip Jackson and Brian Lange. Featured in RSS.com (Tasteland Podcast)

See Now

Work History

4-2023
Co-Founder and CRO at Future Commerce
6-2016 - 4-2023
Co-Founder at Future Commerce
3-2017 - 4-2023
Director Of Business Development at Rightpoint
8-2018 - 8-2019
Official Member at Forbes Technology Council
8-2018 - 1-2019
Founding Task Force member at Magento Association

Education

2005 - 2008
BA from University of Washington

More Information

Social Presence :

Prographics :

Exp : 5 Location : Greater Seattle Area, United States Job Level : Leadership Designation : Co-Founder and CRO at Future Commerce
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Insights For Selling To Brian

During A Call Or A Meeting

DO's

  • Speak from experience about success that the product has seen with other customers
  • Invite them for a lunch or a drink/coffee
  • Compliment them about their personality if you get a chance

DONT's

  • Don’t be too formal with them, they trust informality more
  • Avoid overloading them with too much information
  • Don't be critical or challenge them openly, they can react defensively

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Brian is

  • Relationship and rapport are valuable for them, but so is proven product value.
  • Will you ever get a clear answer from Brian

  • They are unlikely to say no directly.

Insights For Deal Planning

    How fast (or slow) will Brian move?

  • They are not very fast decision makers, even while they continue to stay engaged.
  • Can Brian take some risk or not?

  • They can take some low-probability risks if needed.

You And Brian

Personality Compatibility


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