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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Why companies skip user research — and what it costs them. Four internal blockers, and what's actually driving them.
Customer interviews reveal what analytics can't: why buyers decide the way they do. A guide to running them well in a B2B context.
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