When the customer signal is messy, or the team reads it differently, I help turn it into a product decision that moves you forward

When I tend to be useful

Usually there is already some evidence. The problem is that people are drawing different conclusions from it, or there is not enough direct evidence to make the next call without guessing.

• The team has three versions of who the customer is, and all three sound plausible.
• Research exists, but it has not changed a product, positioning, or roadmap decision.
• You are moving fast and need to know whether the customer hypothesis is still holding up.
• A service or journey crosses teams, systems, and incentives, and nobody quite has the whole picture.

The work can include customer interviews, research synthesis, service and journey mapping, product discovery, strategic facilitation, positioning, or helping the team build a repeatable way to keep learning. It usually takes one of three forms:

• A Bullseye Customer Sprint brings the people making the decision into five live customer interviews over about four or eight weeks. The team leaves with a documented customer direction and a short list of next moves grounded in the same conversations.
• A Listening Cycle keeps the interviews going for three months while the team builds, using regular conversations and immediate debriefs to see whether the customer hypothesis is still holding up.
• Or fractional work, where I stay closer to the team for a defined period and carry what we hear from customers into product strategy, positioning, offer design, roadmap decisions, and go-to-market work.

AI makes it dramatically easier to build, prototype, and generate plausible answers about customers. It also makes it easier to move very quickly in the wrong direction. Direct observation still matters.

I’m Skipper. I host the How This Works show and write a newsletter, so interviewing people and understanding how they work is a constant for me. Before How This Works co, I worked across founding startup roles, product studios, enterprise consulting, service design, and design leadership.