Coming Soon

​

Innovation doesn’t stall because of a lack of ideas. It stalls because we’re listening to the wrong people—or not listening at all.

​

The Catalytic Customer introduces a bold, practical way forward: stop chasing the average customer, and start learning from the ones who push you. The ones who challenge assumptions, see what others miss, and care enough to call your bluff. These are your Catalytic Customers—and they just might be the difference between a product that flops and one that flies.

​

Based on decades inside the rooms where product, strategy, and marketing decisions get made, this book arms you with tools to find these customers, learn from them, and build smarter, faster, and with more relevance. Whether you’re a product lead, founder, insights pro, or innovation exec, this is your new playbook for staying close to what matters.

​

Coming Fall 2025. 

​