Thinking out loud.

The jobs to be done resurgence: What users hire products to do vs what teams think they are building

Stated preferences vs actual behaviour: The feedback trap

The multi-stakeholder problem: Initial advocates and final decision-makers want different things

The dark forest buyer: Researching in private, appearing only when ready

AI feature resistance: users don't trust what they can't explain

Fear of failure drives more decisions than desire for gain

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Peer validation over vendor narrative

The collapse of trust in salespeople

Buyers arrive with their minds already made up