Get the data you need to align around a single shared understanding of your customer

And get the buy-in you to mobilize those insights to every department that touches a customer interaction

What kind of meetings do you want to be in next year?

Do you want to be in ones like you are in now?

Where people dismiss your project because they “don’t like it”?

Where people ask for your help at the last minute to market a new feature that literally no one has said they want?

Where half the people in the room have one ICP in mind, half the people have a different ICP in mind, and half don’t even know what an ICP is or that having an ICP would pour literal gasoline on their growth projects?

Where no one is grasping your pitch to do JTBD research or incorporate the research you already have into product and marketing decisions?

Where you agree to work on whatever cockamamy idea some ding dong cooked up because they heard someone on a podcast explain how it worked in a completely different type of business?

Where you leave these zoom meetings only to find yourself sitting there, pondering the gap between your Obvious Brilliance and potential for leading a blockbuster team at an even bigger blockbuster company?

Or do you want to be in a different kind of meeting?

Do you want to be in ones where you actually get buy-in for your VOC projects, without fighting tooth and nail with the entire org?

Actually, forget about "buy-in" -- do you want to be in prioritization meetings where everyone else is using VOC just like you are, showing up with a deck of juicy qualitative data with their numbers before a single project gets assigned to this quarter’s roadmap?

Do you want to be in pairing sessions where you're not only in flow with your counterparts in sales, product, marketing, or engineering, collaborating joyfully with your colleagues, Yes-anding your way to higher activation and retention numbers?

Or how about a executive meeting preso called “Job 2 activation project” where everyone in the room knows in detail *exactly* what circumstances a Job 2 user is in when they start searching for your product *before* they start giving baseless feedback that proves how out of touch they are?

An executive planning session where you and your counterparts in product and marketing are talking about how to execute against a shared campaign, without bickering about who’s doing what?

An ops meeting called “Plan new VOC intake pipe” because you are drowning in so much voice of customer data building on your initial JTBD research and spread across teams, email, meetings, confluence, hubspot, and powerpoint that now your biggest problem is getting the right data, not losing track of insights?

I help leaders like you get the customer insights you need to have get everyone to agree on who your customer is.

And just as important: I help you get the change management skills you need to bring insights to a team that doesn't use them, even if you've already tried and failed.

Because it's hard enough to get buy-in on *doing* customer research.

It's even harder to get buy-in on using them.

And if you don't have a change management plan in place before you start your research, you can forget about other people using insights in their decision-making.