Clearer revenue decisions start with a shared understanding of the customer.
This is where I write about the research, positioning, messaging, and alignment issues that help B2B teams make better decisions, tell a more consistent story, and grow with more confidence.
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A walkthrough of a real research project — the questions, tools, AI prompts, and analysis. Plus where desktop research stops and interviews take over.
Two rebrands. One built on internal opinion, one built on customer research. Here's what the difference looked like in practice.
Most customer research doesn't fail in the field. It fails when the findings land in a document nobody acts on. Here's how to close that gap.
Customer research avoidance is usually a process problem, not a people problem. Here's what it costs — and how to fix the approach.
Customer research is an easy budget to cut — until something goes wrong. Here's how to build the case for it before that happens.
AI tools generate customer insight that looks right, reads well, and reflects category averages. Not your customers.