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 […]
Three warehouses, one hub, no reorder point
A €1 billion global coffee and food company consolidated three warehouses into one hub, and had no defensible way to set a reorder point for anything. The sprint left two tools and a trained team behind. 97% service level designed, and designed is not achieved.
The customers who specify you and never buy from you
ContentsOverviewThe problemWhat the sprint set out to doCustomer ExperienceThe customers who specify you and never buy from youAugust 2026 3 min read […]