Ideas / Melissa Max-Macarthy

Things I can’t stop thinking about.

Thinking about what changes customer choice—and what that means for propositions, experiences and growth.

I asked Claude whether I should invest in SpaceX. Apparently, I'm not alone.

Customers aren't simply buying answers. They're outsourcing uncertainty.

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AI as first thinking partner in financial planning

AI is creating a better informed customer before the business conversation begins.

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AI will ruin. I mean, run your life.

What happens when customers begin delegating everyday decisions and life administration?

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The AI-enabled customer

Customers are becoming more capable. What they need from businesses remains deeply human.

Understanding, certainty and trust shape customer choice. Explore the model on the Customer Strategy page.

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The new mechanics of being chosen

Loyalty is being chosen. Repeatedly.

When customers—or their agents—can reassess the market with less effort, loyalty is no longer staying by default.

Build for two minds.

Customers and AI agents do not assess value in the same way. People respond to relevance, emotion, experience and trust. Agents interrogate evidence, suitability, price, terms and constraints. Your proposition must work for both.

Make understanding cumulative.

Build institutional memory so context, intent and previous choices compound rather than disappear between interactions.

Design for fluid agency.

Customers will act independently, think with AI, seek human judgement and delegate execution—sometimes within one decision. The experience must move intelligently between them.

Growth compounds when customers keep choosing you.

Where growth gets stuck

What feels impossible to crack?

Let’s work it out.

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