Section · The leadership journal

The decision does not end at the purchase order

Product research and operating responsibility · 2026-07-16 · 5 min read

The person buying the equipment is not the whole product audience

Purchaser approval, operator experience and the expectations of an output buyer describe different relationships. Product research needs to connect them without turning every interview into the same vote.

Read the essay

Product trials and customer choice · 2026-08-20 · 5 min read

A trial should be able to end without a purchase

If only converted trials appear in the product story, the organisation loses evidence about fit. A useful trial route needs clear commitments, visible withdrawals and room for a decision against buying.

Read the essay

Product scope and routes to market · 2026-09-24 · 5 min read

Equipment capability does not create an offtake agreement

A supplier can make useful introductions without having secured a buyer for a processor's output. The product promise should preserve the difference between a possible relationship and an actual commitment.

Read the essay