I’ve spent my career in tech because I love to build, crave autonomy, and get a thrill out of learning while doing—even if that means learning some tough lessons in the process. I started my career in marketing roles because of my excellent communication skills. Later, I was able to leverage the expertise I gained by doing into customer-facing strategy roles in the second half of my career.

And that’s how I found my home in CX. The combination of learning and teaching, experimenting and drawing on my past experience, helping someone else succeed as a measure of my own success continues to resonate with me today.

That’s why I started this advisory. After decades in the industry, I constantly received requests from my network to advise companies or mentor teams and individuals. Speaking with so many different people in similar yet different situations accelerates my own learning, while enabling me to share that experience back with so many others. Quickly getting on the same wavelength and being able to articulate a problem or outline solutions charges me up and, most crucially, helps my clients gain clarity and build the momentum move forward.

Another reason I started this business is because the tech industry has changed dramatically in just the past few years. I believe that centering the customer experience creates resilient businesses that will be successful long-term. There are no more ZIRP windfalls coming to save us—at least not for awhile. For most of us, that means depending less on new logo acquisition and revisioning our customer base as the major contributor to our growth flywheel.

Many in our industry have come to recognize that CX (in its broadest definitions) should be at the heart of our collective pivot, but also recognize that the way we’ve been doing CX in the past has to evolve to become much more nuanced and efficient.

In the next phase of tech’s evolution, the companies that deeply understand and serve their customers are the ones who will win.