The biggest research budget was not the most inventive
ContentsOverviewCounting what competitors publish, not what they doThe two themes that behave in opposite waysResearch spend does not predict inventionWhat the leaders […]
Seventy six plants, seven of them running
ContentsOverviewThe pipeline is not the marketDemand was modelled, and the assumptions are the modelWhat it costs to build oneThe near term pull […]
The market data did not exist, so we built it
ContentsOverviewThere was no data, and that is a findingA small market, concentrated in one countryWhy the client is not in the other […]
The acquisition came with a trading book
ContentsOverviewA parent that cannot forecast its own consolidated incomeWhat the data actually supportedOil moves the wrong way, which is the interesting partThe […]
The highest score was not the first call
ContentsOverviewThe question was who to call, not what to sayWhat the score saidThe two things the score could not seeWhat the client […]
Stop selling to the big producers
ContentsOverviewThe product was better on almost everything that did not decide the saleThe trap in fixing the insulationThe cost arithmetic, which decided […]
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 […]
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 […]
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 […]