What we refuse to automate

There is a fashionable claim that everything in go-to-market can be an agent. We do not make it. Force without judgement is how brands get burned and how buyers learn to ignore you.

Still human

• Pricing exceptions and commercial risk.
• Founder-to-founder conversations on category creation.
• Anything that requires apologising with a name attached.
• The decision to kill a segment after three clean quarters of no.

The rhino chooses a line and commits. Choosing the line is still a human job. Running it at machine cadence is not.

Autonomy is not absence of responsibility. It is responsibility placed where it compounds.

If a vendor promises to remove every human from the motion, ask who owns the apology when the motion is wrong. We keep that seat filled.