Case Studies

Problem

A new product line was stalling. Buyers kept comparing it to entrenched competitors with years of feature buildup, and the team was facing a $10M engineering bill just to reach feature-parity.

What the interviews revealed

Behavioural interviews revealed a unique, high-value use case no competitor was serving. They didn't want parity — they wanted a tailored solve.

Decision that was made

Run a focused sales test pilot before committing engineering. The pilot validated demand, saved $10M in unnecessary build, and opened a seven-figure ARR pipeline while scaling the product 2×.

Problem

A loud customer request was pushing the roadmap toward a major build. The demand looked real, but the investment was significant and the business case was unclear.

What the interviews revealed

Customers valued the outcome enough to pay for it inside the existing product ecosystem rather than paying for a solution outside their ecosystem.

Decision that was made

Package and launch it as a paid add-on. It grew from $0 to $10M ARR by monetizing a need the market had already validated.

Problem

Standalone AI tools and LLMs were stealing time and functionality away from the core product, posing a significant risk to product stability and ARR growth.

What the interviews revealed

Power users running five or more AI tools — including internal in-house agents — were drowning in maintenance costs, integration debt, and vendor fatigue. They wanted one coherent strategy, not another tool.

Decision that was made

Build AI strategy and roadmap tailored towards existing market gap, instead of catching up with competitors, turning fragmentation into a competitive moat.