In this episode, Mary, Sean, and Tom explore one of the most important and challenging aspects of strategic planning: identifying the real benefits customers are seeking—not just product features or vague claims, but meaningful outcomes and values. The team shares how AI enhances the Benefits Ladder process, helping marketers get past internal bias and uncover what really motivates B2B buyers.

From shaping customer conversations to enabling more accurate segmentation, AI serves as a powerful tool—but only when paired with the right frameworks and strategic discipline.

What You’ll Learn:

• How AI helps overcome the “attribute trap” by generating benefit-first hypotheses.
• Why combining AI with tools like the Benefits Ladder leads to more meaningful, outside-in strategy development.
• How trends and values can be used to anticipate shifts in customer needs—and how to validate them with real customers.

Key Quotes:
“AI just doesn’t care about your product—and that’s what makes it so useful when identifying true customer benefits.”
“The attribute trap is real. If you start from the inside, your strategy will stay there.”
“Great strategy begins when you stop thinking about your offering and start thinking about what your customer actually wants.”