Why AI can’t make the customer discovery breakthrough for you, and what a Star Wars trench run taught Andy Burden about trusting 28 years of pattern recognition.
Build your solution around a decision. Or someone else’s AI will.
Someone told me recently that B2B information businesses need to work on their visibility problem. More brand. Make sure you’re seen. I reckon you can be wearing high-vis vests holding signs saying “defendable data this way”. Doesn’t matter if you’re not supporting a decision. If your leadership team can’t name the decision your product enables […]
Real Interviews First, AI Second
Why the order matters when you mix real customer conversations with AI research. AI research tools promise to replace the customer interview. They can’t do the job properly, and it’s worth being specific about why. The job isn’t collecting answers. It’s noticing what’s underneath them. The pause before someone answers a pricing question. The moment […]
Wise up to Substech: five big talking points
Subscription technology is growing apace and is becoming more critical to enable business impact and deliver valuable and differentiated customer outcomes. However, the space is complex – what’s required…when, who should you choose, how do you use it? A few years ago Substribe created a working group of CTO, CIOs and MDs of subscription businesses […]
