Writing

Notes on how buyers decide.

Occasional pieces on enterprise buying, digital experience and what changes when the buyer arrives already decided. RSS.

September 19, 2026 Reassemble the forest If you're choosing between solutions, you haven't found the problem yet. September 18, 2026 The room you're not in Half of B2B software buyers now start with a chatbot, and 69% end up choosing a different vendor because of it. The decisive conversation about your product happens without you. September 17, 2026 The Ballet Law Technique and artistry are not a tradeoff. Most software teams are built as though they are.