The Dangerous Myth of the Independent Buyer

In the race to streamline and digitise, many businesses have overcorrected—removing human touchpoints in favour of frictionless, automated eCommerce. But for complex products, B2B environments, and traditional industries, this shift can alienate customers who still need guidance, reassurance, or conversation.

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Managing Undercutting - A Strategic Approach to Digital Pricing Pressures

Pricing is visible and algorithm-driven online, and many businesses risk losing control by reacting tactically instead of strategically. In competitive markets pricing should be informed by information, insight and understanding of human intent.

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