→ Watch more videos in this playlist on YouTube

Our Perspective

What this means for leaders navigating growth, change or transformation in their organisation.

The Hidden Drift

When organisations grow, their understanding of customers often lags behind the products and promises they ship. Sales and traffic can look healthy while meaning quietly drifts: prospects misinterpret what you do, pricing debates get defensive, and teams lean on features rather than outcomes. That drift erodes engagement first, then loyalty.

In our experience with leadership teams at inflection points, the gap rarely shows up in revenue first; it shows up in how prospects describe you and how teams explain value. If those two stories don’t match, attention is borrowed; advocacy won’t follow.

Redefining Understanding

Customer understanding isn’t sentiment. It’s the clarity a buyer has at the moments that matter: why you’re different, what outcome you change, and how credible you are to deliver it. Think of it as an asset that compounds when measured and maintained, not a static insight on a slide.

This isn’t theoretical. Propello notes that 82% of brands now treat loyalty as a driver of growth rather than just a retention tactic, which makes understanding a commercial input, not a side quest. The question for leadership becomes: where, precisely, does understanding break—and how quickly do you detect and repair it?

Operational Tests

Turn understanding into operations by testing the moments of choice regularly. Keep it simple, repeatable, and close to the work.

• Choice clarity: Ask new prospects to summarise your value in one sentence before a demo. Compare it to your intended narrative.
• Outcome linkage: For each feature launched, log the customer outcome it advances and the proof you’ll use to show it happened.
• Expectation trace: After every handoff (marketing to sales, sales to onboarding), record one expectation set and one expectation met.

These micro-tests expose where language, proof, or process creates friction. Fixing small misunderstandings early prevents costly misalignment later.

Leadership Implications

If understanding is an asset, it deserves ownership, measures, and funding. Three practical moves:

• Align incentives: Tie team measures to improvements in comprehension scores at key stages, not just volume metrics.
• One narrative: Lock a plain-English story of the problem you solve and the change you enable; make it the default everywhere.
• Pricing signals: Train teams to anchor pricing to outcomes achieved; discounting becomes the exception, not the reflex.

Each move links everyday choices to how loyalty is earned: through clarity, consistency, and credible proof.

Credibility And Loyalty

Loyalty follows experience that matches promise. Adobe highlights that 81% of consumers would switch brands after poor product or service quality, so the fastest route to loyalty is reducing the gap between expected and experienced value. Understanding is the mechanism that keeps that gap tight.

Treating understanding as a measurable asset turns semantics into strategy; it shortens cycles, builds trust faster, and creates a flywheel where every correct expectation increases the next buyer’s confidence.

Sources:

• 82% of Brands Say Loyalty Drives Growth, According to Propello Report — Propello
• Winning customer loyalty in 2025: What drives it — and what breaks it — Adobe

1. Understanding Brand Drift: Causes, Impacts, and Prevention
2. Navigating Brand Risks When Expanding to New Segments
3. Align Then Amplify: Brand Changes in Go-To-Market Shifts