Picture two scenarios. It's Friday afternoon and someone's thinking about grabbing coffee before a long commute home. They don't Google "best coffee near me." They just think and a brand appears. Maybe it's Starbucks. Maybe it's a local spot they love. Whichever one comes to mind first has a significant advantage in winning that purchase. Now picture a VP of Finance who's been tasked with finding a new treasury solution. She doesn't start by searching LinkedIn. She starts by