Invert the cost curve. Find the disruptive model.

"I connected w/ Mike after finding some of his thought pieces online and resonated with his critical and inquisitive approach to Jobs To Be Done. Reason being, we had spent mid 6 figures on several Job studies that essentially went nowhere, and Mike's content started illuminating the reasons why. Since then we've engaged Mike to help guide our thinking as we build out much more sophisticated, rigorous and complete innovation machinery that we could have only dreamed of being capable ourselves. Mike is one of the few voices I've found that is willing to not only challenge JTBD / Innovation sacred cows, but to provide a truly more grounded, insightful and ultimately more successful approach."

"Most people don't understand these concepts even at a basic level; the ideas you bring up are things people haven't even thought about."

"I showed this to a product manager who is deep in this space, and he was amazed. He noted that this is high-level strategic thinking that he hasn't seen anyone else consider."

"You are providing a framework that is real, tangible, and actionable, which is exactly why there is so much excitement around this work."

"It allows us to think strategically and holistically. It gives us the framing we need to understand what actually makes sense to build versus what we are currently stuck trying to force."

"Extraordinary claims require extraordinary evidence, and you are effectively proving that out before we even get to the pitch phase."

"This framework essentially transforms the product into a decision intelligence platform, regardless of the specific departmental or functional application."