A B2B product-sense technique that pairs a product manager tightly with a key contact at a customer account, so the PM gets direct, ongoing qualitative signal from someone who trusts them enough to speak candidly. Biddle frames this as a workaround for the fact that B2B products are much harder to validate via Big A/B Testing as Default Validation: with too few accounts and too much variance per customer, statistical testing doesn't work, so qualitative, trust-based input from one or a few well-chosen customers (or a broader customer advisory board) has to substitute.
For B2B products, pair a PM directly with a trusted customer contact (or convene a customer advisory board) to get qualitative signal on whether a feature will generalize past that one account, rather than relying on quantitative testing.
Beyond general customer-sense gathering, an advisory board is a way to surface shifts that standard voice-of-customer data can't reveal — changes in budget allocation, vendor shortlisting, and purchase process. In the AI era specifically, sessions are used to directly ask how a customer's budget allocation and AI-related strategic priorities have changed in the last six months, feeding the same Six-Month Positioning Checkpoint Cadence used to keep positioning current.
Из тем: Netflix, Consumer Science, and Strategy Storytelling