» Understand the needs of your audience to be more influential

» Go-to-market execs won’t hear you unless you speak in currency symbols

» Your manager can’t advocate for you if you don’t brief them

» In complex human systems the constraint is often policy, mindset, or coordination, not a single bottleneck

» Being the “human in the loop” means having genuine authority, time to think, and understanding the bigger picture well enough to question the system

» With AI, shipping a product is not ‘done’, it’s the start of testing whether its behaviour is acceptable

» Staff-facing products are about tasks, decisions and protection

» Operating models are shifting because of AI; during the transition communication and collaboration need to change

» Communicating your differentiated value consistently works better than a custom pitch every time

» For go-to-market without a PMM, aim to fill some of the gaps, not to take over the whole role

» Traditional marketing-generated leads involve telling the customer the value; product-led growth shows the value instead