Tobias "Tobi" Konitzer

It makes it a little bit harder, but it's not prohibitive.

But what you get is you get this inadvertent usage and it goes towards sometimes showing the customer the way a little bit.

Again, if you do too much of that, you're in trouble, right?

That's the beginning of the statement.

You cannot build product without the customer buy-in.

That doesn't work.

But again, if you flip that statement around completely, it doesn't work either.

So there is some tricks to deal with people management, which I certainly have come to understand to be the much harder element of scale.

What I'm definitely proud of is taking that ambitious vision and distilling it into a product roadmap that it's Gantable, it's ticketable.

So I think that translation we have done, and that's one thing that I said early on too, is on the product side, what we're building is ambitious, but I think it can be done.

And I certainly think it can be done by me, but also there's other smart people, and I'm not even sure if I'm smart.

Product marketing is hard, and that relates to change management.

I think we've started to set a good cadence and a good foundation of getting marketers to rethink some of the big topics that we need them to rethink.

The biggest one, and we touched on that, is that correlative decision-making does not get you anywhere.

So basically, if you ask the LM, hey, look at all my data, and Susie is a new customer, just design the intervention that maximizes her returns, right?

It'll do so based on correlational thinking.

It'll crunch all the data that got you to the status quo, and then it'll apply that to Susie with unknown effects, right?

We need marketers to think causally, counterfactually, to think, OK, it doesn't matter that I have all this correlational data.

Really, what I need to know is what is the effect of X on Susie, meaning what is the outcome for her?

with seeing this ad and what is the outcome for her without seeing this ad is called the fundamental problem of causal inference because it's not observable you can't clone susie and give her both at the same time but at least there is answers that that get you closer to that reality and decisioning is one of them if we get marketers to understand that reality