The Ripple brought together founders, investors, and industry insiders to share hard-won lessons about finding and understanding "urgent buyers." The group dug into real stories and practical hurdles faced by startups and big players alike.

Takeaways and main conclusions:

• Urgency is short-lived so companies must act fast when it appears.

• Storytelling and the right narrative help drive buyers to act faster.

• Real buyers show up when regulation or finances create hard deadlines.

• Building trust early with first customers gives startups real momentum.

• Selling tough products to big organizations means understanding who really makes decisions.

• It’s just as important to qualify and focus on truly urgent buyers as it is not to waste time chasing the wrong ones.

• Some industries move slow even when the need seems obvious; finding ways to push non-urgent buyers remains tricky.

The conversation reminded everyone: connecting people, focusing on real needs, and cutting through the noise is how innovation gets off the ground.