Why occasion analytics matters to CX leaders now? CX leaders face a simple choice. Teams either align experiences to the real moments that drive choice

What is a needs state and how is it different from a segment? Executives define a needs state as the situational combination of motivation, context,

Why this retailer reframed the problem around customer jobs? The retailer faced a familiar growth ceiling. Product teams kept shipping features, yet digital adoption plateaued

Why JTBD alignment is the operating system for modern CX? Executives seek an operating system that aligns product, service, and operations to the progress customers

Why should leaders audit job statements now? Executives face a simple truth. Job statements shape who you hire, how teams perform, and how customers feel

What is a switch interview and why should leaders care? Executives drive growth when they understand why customers change. A switch interview is a structured,