InsightLab Perspectives
Thinking for the growth decisions that matter.
Practical perspectives on where to play, how to win, and what to charge — grounded in research, analytics, and real business experience.
Markets, categories, segments, and opportunities worth pursuing.
Customer evidence, competitive advantage, and commercial focus.
Pricing, packaging, willingness to pay, and profitable growth.
Featured · How to Win
AI Can Accelerate Research. It Cannot Replace Market Evidence.
AI can help companies generate ideas and analyze information faster. It still cannot replace evidence about what customers need, what they will pay, why they will choose you, or how large the opportunity really is.
InsightLab Perspective
Read the perspectiveTwo ways to explore
Ideas to consider. Guidance you can use.
Some perspectives help leaders notice what is changing. Others provide a practical path through a decision. Both are designed to make the next step clearer.
InsightLab Signals
What is changing—and why it may matter
Emerging ideas, market shifts and commercial questions that may be worth bringing into your next leadership conversation.
InsightLab Field Guides
Practical help for the decision in front of you
Clear questions, frameworks and next steps for customer, market, go-to-market and pricing decisions.
Browse all perspectives
Start with the newest articles or narrow the collection by series or by the business question you are working through.
Why a Promising Product Can Still Be Difficult to Launch
Product value matters, but adoption also depends on whether customers have the priority, confidence, capacity and practical path required to change.
Read the signal →Understanding the Difference Between the User and the Buyer
A practical way to map the people who experience the problem, evaluate the solution, approve the investment and make adoption work.
Read the signal →What Counts as Real Demand Before Launch?
A practical way to move from encouraging customer interest to the behavioral and commercial evidence needed for the next launch decision.
Read the field guide →Your Competitors May Not Be Who You Think They Are
A practical way to separate direct competitors, substitutes, internal solutions and emerging threats—and focus on the choices customers are actually making.
Read the signal →How to Choose Your First Customer Segment
A four-part method for finding a focused starting segment with a meaningful need, a strong fit, a practical route to market and workable economics.
Read the field guide →Choosing the Right Go-to-Market Motion
How to evaluate self-service, sales-led, partner-led and hybrid motions based on the buying decision your customers need to make.
Read the field guide →The Research You Need Before Launching
A practical guide to building enough customer, competitive, pricing and market evidence to move forward with confidence.
Read the field guide →From TAM to Target List
A practical method for moving from abstract market potential to a prioritized list of accounts the sales team can actually pursue.
Read the field guide →The Price Increase Playbook
A practical guide to deciding who should pay more, why the change is justified and what the business will actually keep.
Read the field guide →How to Know Whether Good-Better-Best Fits
When three packages simplify the buying decision—and which packaging models to consider when they do not.
Read the field guide →Choosing the Right SaaS Pricing Model
How to evaluate subscription, usage-based and hybrid pricing using customer value, cost, predictability and adoption.
Read the signal →AI Can Accelerate Research. It Cannot Replace Market Evidence.
AI can generate ideas and accelerate analysis, but companies still need evidence about customer needs, willingness to pay, competitive differentiation and market size.
Read the signal →From perspective to action
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