Against an increasingly competitive landscape and amidst rapidly accelerating technological change, product managers are under more...

Leveraging Catalytic Customer Insights Across the Enterprise The most profitable businesses we've worked with over the years recognize...

In the high-stakes world of innovation, not every idea is destined for greatness. Some products fall flat for reasons so obvious in...

In today’s interconnected world, advocacy has become a holy grail for brands looking to expand their reach and deepen their resonance....

When we talk about Catalytic Customers, we often focus on their role in shaping product innovation. Their unique blend of deep category...

When product teams embark on jobs-to-be-done (JTBD) investigations, they aim to uncover the underlying motivations driving customer...

In industries where the "product" is not a physical item but a service—be it hospitality, financial advice, healthcare, education, or...

A Goldmine for Marketing Strategy, Not Just Product Management   When we think about Catalytic Customers, it's easy to pigeonhole them as...

In a world where AI-enabled insights tools are emerging at lightning speed and rapidly moving into the mainstream, the opportunities for...

And How Product Leaders Can Prioritize Features that Drive Adoption   We live in an age of relentless innovation. As product manager know...

As product leaders, your role is filled with complexity and opportunity. Every day, you face the pressure of making the right...

Buyer journey mapping has rapidly grown in importance and popularity as a cornerstone of modern customer experience strategy. Companies...

As artificial intelligence continues to revolutionize how businesses glean insights, it’s tempting to rely on algorithms to tell us...

The Top 10 Ways Learning from Catalytic Customers Boosts Your Bottom Line   In today’s hyper-competitive market, innovation isn’t...

In product management, few things are as frustrating—or damaging—as being blindsided. Whether it's a sudden competitive move, an...

In the race to stay ahead in today’s hyper-competitive markets, businesses are constantly looking for ways to uncover new opportunities,...

In product development, it’s a familiar scenario: a critical decision looms about the product roadmap, and in the absence of clear...

In the fast-paced world of product-led growth (PLG), where the product is the primary driver of acquisition, retention, and expansion,...

We’ve long championed the power of Catalytic Customers—highly engaged, knowledgeable, and influential individuals within a category....

Harnessing Digital Ethnography to Capture Catalytic Customer Insights   We've written a lot about the importance of understanding the...