Articles & Insights | Elemental Concept

July 19, 2026

You're doing Jobs wrong

Why most Jobs to Be Done research focuses on the wrong things, and how to uncover the real forces shaping customer choice

June 30, 2026

Most AI investment fails for the same reason. Here's the diagnostic that fixes it.

Most leadership teams don't have a shortage of opinions about AI. They have a shortage of clarity about what to actually do with it.

June 8, 2026

Prioritising improvements with structured judgement

Most teams choose improvements through a mix of gut feel, executive preference, recent complaints, or headline metrics. These approaches are quick, but they often fail when someone asks why one improvement was prioritised over another.

May 20, 2026

The case for focused CX investment

Most CX investments fail to grow the business. Not because the work is poorly executed, but because it starts in the wrong place.

April 23, 2026

How hard is your business to disrupt?

AI is compressing the disruption cycle. Five years to respond has become eighteen months. A strategic moat sits where two things overlap: what drives customer choice, and what a disruptor cannot easily replicate. A capability that drives choice but is easy to copy is a feature. A capability that is hard to copy but does not drive choice is a cost. Most organisations defend both while telling themselves they are defending moats.

June 20, 2026

Product optimisation as a source of growth in hard times

In challenging economic times when significant focus goes on cost reduction, it can be a good time to optimise your existing products in ways that will drive increased customer choice.

June 6, 2026

Rethinking Customer Centricity: How does your organisation measure up?

Explore how to enhance your organisation's customer centricity with the Customer Centricity Maturity Model from Harvard Business School.

May 20, 2026

Shifting CX from incremental improvement to strategic impact

Learn how you can shift your CX effort from incremental improvements to having strategic impact across the organisation.

April 4, 2026

Turning insights into action: The role of customer experience strategies

Unlocking the power of research insights through a robust customer experience strategy

March 16, 2026

The difference between CX and UX - and why it matters

As a consultancy whose expertise is CX, UX and digital strategy, we’re passionate about both UX and CX.

March 7, 2026

Not all product or service improvements are equal

In an imminent recession, businesses should focus on product/service development that meets customer needs to optimise revenue. Recognising what drives customer choice is key to effective development.

February 14, 2026

Maximising investment impact during recessions - the importance of product-market fit

To avoid spending money on unprofitable ideas, companies should validate product ideas before investing. Focusing on product/market fit can lead to greater ROI.

January 25, 2026

If you want breakthrough products, don’t start by asking customers about your product ideas

So you have some great product ideas that you want to get some customer feedback on. You want to go out and talk to your target customers to make sure your product ideas are going to resonate with them and to ensure that these customers will want to buy your new product when you take it to market.

January 11, 2026

Competing against luck: understanding the drivers of customer choice

Learn how Jobs To Be Done can help you better understand your customer's causal drivers of choice.

January 5, 2026

The art of Lean Startup in driving customer choice

Lean Startup is the best practice methodology for ensuring you ‘don’t bet the house in an unproven idea’. But how do you do it and ensure the incremental value you’re creating will ultimately drive customer choice?

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