The channel did not know the product existed
ContentsOverviewThe question was willingness to pay. The method was not a pricing method.Three industries, three different answersThe finding that was not about […]
Nobody was measured on working together
ContentsOverviewThe dilemma underneath the briefWhat people actually saidThe platform question was not the platform questionWhat they would accept, and what they would […]
Every claim needed a smaller number
ContentsOverviewThe job was substantiation, not marketingWhere the evidence was stronger than the claimWhere the claim had to get smallerThe carbon number, and […]
Filled in from personal experience
ContentsOverviewNobody owned the process, only their part of itWhat the map showedSix fields nobody downstream was readingThree designs, one rejected on the […]
Ten logins to run one plant
ContentsOverviewWhat the customers were actually doingThe cost sits in training, and the customer pays itFour trends, five requirementsWhy it had stayed this […]
Ready for the boring technology
ContentsOverviewFour problems, none of them exoticThe exciting technology was not ready and the deck said soWhat was actually readyThe automation arithmetic, both […]
Finding the company was never the problem
ContentsOverviewThe brief sat in one stage of the sales process, deliberatelyWhat the numbers actually wereThe constraint was contact details, not company identificationWhich […]
Twenty basis points in ten years
ContentsOverviewA flat category changes what you are allowed to sellThe function everyone pitches at scored lowestTest the themes against what customers already […]
Three buyers, three scorecards, one price
ContentsOverviewWhy the question was worth askingWhat the customers actually saidThe three scorecardsWhere they said they would payWhat the client was left holdingCustomer […]
Half the software shipped at zero
ContentsOverviewPricing a licence when nobody knows the price of the boxWhat the data would and would not carryThe same box, the same […]
Nobody knew who to call
ContentsOverviewThe margin problem is not a pricing problemWhat happens today when a building misbehavesThe evidence for digital FM belongs to somebody elseThe […]
Who actually chooses the frame
ContentsOverviewThe brief was market size. The answer was a decision map.Why steel holds the position it holdsThe construction company decides, and it […]