Latest / Best of LinkedIn: Digital Transformation & Tech / Best of LinkedIn: Digital Products & Services CW 02/ 03
Transcript
- 0:00Speaker 0: This episode is provided by Thomas Allgaier and Frennus based on the most relevant LinkedIn posts about digital products and services in calendar weeks O two and O three.
- 0:10Speaker 0: Frennus is a B to B market research company helping enterprises gain the market customer and competitive insights needed to drive customer centric and cost efficient product development.
- 0:20Speaker 1: It's great to be back.
- 0:20Speaker 1: We're doing a really specific deep dive today looking at digital products and services at the start of twenty twenty six.
- 0:27Speaker 0: It really feels like the dust is finally settling.
- 0:30Speaker 0: The last couple of years were just this frantic AI gold rush.
- 0:35Speaker 0: Everyone was just scrambling to slap a generative sticker on their product.
- 0:38Speaker 0: Right,
- 0:38Speaker 1: but early twenty-twenty-six feels different.
- 0:41Speaker 1: Yeah.
- 0:41Speaker 1: We're seeing this pretty clear shift from hype to, well, reliability.
- 0:46Speaker 1: The talk isn't about what AI could do anymore.
- 0:48Speaker 1: It's about what it's actually doing in production and, frankly, how often it's breaking.
- 0:52Speaker 0: So today we've got a lot to get through.
- 0:54Speaker 0: We're talking agentic workflows, the hard reality of what some are calling vibe coding.
- 0:59Speaker 1: And some pretty tough truths about how product organizations are really structured versus how we like to pretend they are.
- 1:05Speaker 1: Let's
- 1:05Speaker 0: kick off with that big shift in AI.
- 1:07Speaker 0: For so long, AI was just this shiny feature.
- 1:10Speaker 0: You know, you'd have your app and then the ask AI button tucked away in the corner.
- 1:14Speaker 1: The bolt-on approach.
- 1:15Speaker 1: Yeah.
- 1:16Speaker 1: But based on the sources we're seeing, that era is just over.
- 1:21Speaker 1: Jeffrey Ollie makes this really compelling argument.
- 1:23Speaker 1: He says AI isn't a feature anymore.
- 1:26Speaker 1: It's becoming the infrastructure.
- 1:27Speaker 0: He has a specific phrase for that, right?
- 1:29Speaker 0: Moving from systems of record to systems of action.
- 1:33Speaker 0: Can we unpack that?
- 1:34Speaker 0: Because system record sounds like pretty much every piece of enterprise software out there.
- 1:38Speaker 1: Exactly.
- 1:39Speaker 1: Think of your CRM.
- 1:40Speaker 1: Its job is to just sit there and hold beta.
- 1:42Speaker 1: It's passive warehouse.
- 1:43Speaker 1: You put data in, you take it out.
- 1:45Speaker 1: Right.
- 1:45Speaker 1: Jeffrey Ollie's point is that AI is turning software into a system of action.
- 1:50Speaker 1: It doesn't just hold the data.
- 1:52Speaker 1: It reasons over it.
- 1:53Speaker 1: And it actually does something.
- 1:55Speaker 1: It executes the work.
- 1:56Speaker 0: And we are seeing some, I mean, staggering metrics on what that execution can look like.
- 2:01Speaker 0: Martin McDonough showed a case study that really stood out.
- 2:03Speaker 0: Oh,
- 2:03Speaker 1: the service design project one?
- 2:04Speaker 0: Yes.
- 2:05Speaker 0: They were analyzing this huge digital portfolio, which is normally just a complete slog.
- 2:10Speaker 1: It is.
- 2:11Speaker 1: It's weeks of reading documents, mapping user flows.
- 2:15Speaker 1: But Martin's team... used AI for that heavy lifting, the initial analysis.
- 2:19Speaker 0: And the results were pretty incredible.
- 2:22Speaker 1: They got the workload by eighty percent.
- 2:24Speaker 1: They went from twenty days of pure analysis down to just
- 2:27Speaker 0: four.
- 2:27Speaker 0: That's massive.
- 2:29Speaker 0: But here's my usual skepticism with stats like that.
- 2:32Speaker 0: Does that just mean the company gets to fire people or does the work actually improve?
- 2:35Speaker 0: Efficiency can be a loaded term.
- 2:37Speaker 1: That's the key question.
- 2:39Speaker 1: But in this case, it was explicitly about reallocating their time.
- 2:43Speaker 1: They took those sixteen days they saved and use them for synthesis, for actually talking to the client, understanding the nuance, and solving the real problem.
- 2:51Speaker 0: So less time reading, more time thinking.
- 2:53Speaker 1: Exactly.
- 2:54Speaker 0: Okay, so if we're handing off that reading and processing to an AI, we have to be able to trust it's doing a good job.
- 3:00Speaker 0: Right.
- 3:00Speaker 0: And this brings us to a major technical theme from the sources, AI evaluations, or ESOLs.
- 3:06Speaker 1: This is the piece that's missing for so many teams.
- 3:09Speaker 1: Akash Gupta has been very vocal about this.
- 3:12Speaker 1: He basically argues that product managers need to stop treating AI like a magic box.
- 3:17Speaker 0: And start treating it like an engineering problem.
- 3:19Speaker 1: Right.
- 3:19Speaker 1: You can't just prompt and pray.
- 3:21Speaker 0: Prompt and pray.
- 3:22Speaker 0: I love that.
- 3:23Speaker 0: It's definitely the default strategy for so many people.
- 3:25Speaker 0: You tweak the prompt, it looks good once, and you ship it.
- 3:28Speaker 0: And
- 3:28Speaker 1: then a user asks something slightly different, and the whole thing just falls apart.
- 3:32Speaker 0: So what does Akash say we should be doing instead?
- 3:35Speaker 1: He gets very tactical.
- 3:36Speaker 1: First, he says, to stop using these generic helpfulness scores, they're too subjective.
- 3:42Speaker 0: Was this helpful?
- 3:43Speaker 0: Yeah, that's a vanity metric.
- 3:45Speaker 0: A
- 3:45Speaker 1: complete vanity metric.
- 3:46Speaker 1: He advocates for what he calls binary judges.
- 3:49Speaker 1: Binary
- 3:50Speaker 0: judges.
- 3:50Speaker 0: Yeah.
- 3:51Speaker 1: Pass or fail.
- 3:51Speaker 1: Yeah.
- 3:52Speaker 1: Did the AI pull the correct document?
- 3:55Speaker 1: Yes or no?
- 3:56Speaker 1: Mm-hmm.
- 3:56Speaker 1: Did it hallucinate a number?
- 3:58Speaker 1: Yes or no?
- 3:59Speaker 1: Business logic is usually binary, so you need automated tests that check these constraints.
- 4:04Speaker 1: every single time you change a prompt.
- 4:06Speaker 0: It's basically unit testing for language models.
- 4:08Speaker 1: Precisely.
- 4:09Speaker 1: If you change the prompt to make the tone a bit friendlier, you need to know instantly if you just broke the core logic.
- 4:16Speaker 0: Okay, that makes sense.
- 4:17Speaker 1: But then he adds another layer of that.
- 4:20Speaker 1: Well, I think a lot of PMs are going to hate this part.
- 4:22Speaker 1: He insists on manual error analysis.
- 4:25Speaker 1: He says you have to sit down and read, one hundred traces.
- 4:28Speaker 0: A hundred conversations, line by line.
- 4:30Speaker 1: Yeah, a hundred actual AI conversations.
- 4:33Speaker 0: Reading through a hundred logs of JSON data, that sounds like absolute torture.
- 4:37Speaker 1: It does sound tedious, but his point is, you spot patterns that you would never, ever find on a dashboard.
- 4:43Speaker 1: You start to see why the model is getting confused.
- 4:45Speaker 1: You realize, oh, it fails every time a user asks about pricing in euros.
- 4:49Speaker 1: You
- 4:49Speaker 0: can't fix what you don't actually see.
- 4:51Speaker 1: You can't fix what you don't read.
- 4:53Speaker 0: Okay, so we've got the infrastructure, we've got the evaluation methods.
- 4:57Speaker 0: Now let's talk about what we're actually building.
- 4:59Speaker 0: The buzzword for twenty-twenty-six is, without a doubt, agents.
- 5:04Speaker 0: But Paul Wehran points out that most people are just building slightly better chatbots and calling them agents.
- 5:09Speaker 1: There's a huge difference.
- 5:10Speaker 1: Palos lays out a seven-step process for building real agents, and it goes way beyond just text in, text out.
- 5:18Speaker 1: Starts with a system.
- 5:18Speaker 1: prompt, sure, but then you have to pick a reasoning model.
- 5:21Speaker 1: He mentions the GPT-V family.
- 5:23Speaker 1: And this is the crucial part.
- 5:25Speaker 1: Give it access to tools.
- 5:27Speaker 0: Tools, as in it can actually check a calendar or query a database or maybe send an email.
- 5:33Speaker 1: Exactly.
- 5:33Speaker 1: An agent has memory.
- 5:35Speaker 1: It can orchestrate a plan.
- 5:37Speaker 1: It doesn't just answer a question.
- 5:38Speaker 1: It solves a multi-step
- 5:40Speaker 0: problem.
- 5:40Speaker 1: It has agency.
- 5:42Speaker 0: but this is where we hit that classic wall.
- 5:44Speaker 0: You can build the smartest agent in the world, but Raina Monforti brings up this very human problem.
- 5:50Speaker 0: She says the technology isn't the blocker.
- 5:52Speaker 1: It's trust.
- 5:52Speaker 0: It's trust.
- 5:53Speaker 0: Yeah,
- 5:53Speaker 1: this is a fascinating story.
- 5:55Speaker 1: She shared an example of an ops team.
- 5:57Speaker 1: Management rolls out this fancy new LLM tool to automate their workflow.
- 6:01Speaker 1: Technically, it's perfect, but adoption is totally stuck at twenty percent.
- 6:05Speaker 1: The team just wouldn't use it.
- 6:07Speaker 0: Were they worried it was going to hallucinate and make them look bad or take their jobs?
- 6:11Speaker 1: A bit of both, I think, but mostly just a fear of the black box.
- 6:14Speaker 1: They didn't understand how it worked.
- 6:16Speaker 1: So the fix wasn't technical at all.
- 6:18Speaker 1: They changed the workflow to include human in the loop steps.
- 6:22Speaker 0: So they put a person at a key approval point.
- 6:24Speaker 1: Yes.
- 6:25Speaker 1: They designed specific points where a human had to review and approve the AI's work.
- 6:30Speaker 0: And what happened to adoption?
- 6:32Speaker 1: Shot up to one hundred percent.
- 6:34Speaker 1: By making the automation less automated, they actually made it usable.
- 6:38Speaker 1: It gave the team psychological safety and they felt like they were still in control.
- 6:41Speaker 0: That connects perfectly with Jacqueline Reinhart's point on security.
- 6:45Speaker 0: Because if we're building these agents, that can take real action.
- 6:49Speaker 0: delete files, read emails.
- 6:52Speaker 0: Trust isn't just a feeling, it's an architecture.
- 6:55Speaker 1: You can't just hope the AI won't go rogue.
- 6:58Speaker 1: Jacqueline argues for a hybrid architecture.
- 7:00Speaker 1: Yeah.
- 7:01Speaker 1: Use the gen AI for the reasoning part, the creative thinking.
- 7:04Speaker 0: But you wrap it in what she called deterministic AI.
- 7:06Speaker 0: Right.
- 7:07Speaker 1: Deterministic meaning hard-coded rules, old-fashioned code.
- 7:10Speaker 1: You don't ask the LLM, hey, do you think this user should see this sensitive file?
- 7:14Speaker 0: No, you check the permissions database.
- 7:16Speaker 1: Exactly.
- 7:17Speaker 1: You put the AI in a straight jacket of strict rules.
- 7:20Speaker 1: That's how you prevent things like prompt injection.
- 7:22Speaker 1: You have to separate the brain from the keys to the castle.
- 7:25Speaker 0: That feels like a non-negotiable step if agents are going to do any real work.
- 7:29Speaker 0: Now, speaking of work, this whole shift is causing a bit of an identity crisis for product managers.
- 7:36Speaker 0: We've got this new term floating around, vibe coding.
- 7:39Speaker 1: I love this term, vibe coding.
- 7:41Speaker 1: It just, it captures the moment perfectly.
- 7:44Speaker 0: It sounds like something a DJ would do, not a developer, but it's a real thing, right?
- 7:48Speaker 1: Oh, it's very real.
- 7:50Speaker 1: Lenny Raczitzki put a spotlight on this with Xavier Arnovitz from Meta.
- 7:54Speaker 1: Now, Xavi is a non-technical PM.
- 7:56Speaker 1: He says he's scared to even look at a GitHub repo.
- 7:59Speaker 1: But with tools like Cursor and Claude Code, he's building real functional products.
- 8:04Speaker 1: So
- 8:04Speaker 0: the idea is you just tell the AI the vibe you want, make this pop, add a login screen, connect this to Stripe, and it just does it.
- 8:11Speaker 1: It's incredibly powerful for prototyping, but a very strong counterargument is emerging.
- 8:17Speaker 1: Aitir Abdul Raf warns that we're confusing building with engineering.
- 8:21Speaker 0: Okay, what's the distinction he's making?
- 8:23Speaker 0: If the app works, does it really matter how it was made?
- 8:33Speaker 1: But what happens when you need to integrate with some legacy API, or the system architecture needs to scale?
- 8:38Speaker 1: Yeah,
- 8:38Speaker 0: when the app breaks, you can't just tell the AI, the vibe is off, please fix it.
- 8:42Speaker 0: You need to know how to read an error log.
- 8:44Speaker 1: You need to know what a four-oh-four is.
- 8:46Speaker 1: ATR says PMs need to understand APIs and system design more than ever.
- 8:50Speaker 1: Otherwise, you're just creating a huge mess that a real engineer has to come in and clean up later.
- 8:55Speaker 1: David
- 8:55Speaker 0: Pereira had a great take on this.
- 8:56Speaker 0: He said, vibe coding doesn't fix bad product thinking.
- 9:00Speaker 1: That is the bottom line.
- 9:01Speaker 1: It doesn't matter if you use Python or some magic pattern tool for prototyping.
- 9:06Speaker 1: The code is just the delivery mechanism.
- 9:09Speaker 1: If you don't understand the user problem, you're just building the wrong thing faster than ever before.
- 9:14Speaker 0: You're just scaling bad decisions.
- 9:16Speaker 1: And Jayzer Bratzidev points out this very real danger for AIPMs.
- 9:21Speaker 1: They get so sucked into the building, the tweaking, the debugging.
- 9:24Speaker 1: But
- 9:24Speaker 0: they stop doing strategy.
- 9:26Speaker 1: They become the engineer they are trying to avoid being.
- 9:29Speaker 1: And strategy is always the first thing to go when you're busy firefighting.
- 9:33Speaker 0: Which is a perfect segue to our next big theme, the organization itself.
- 9:38Speaker 0: Because you can have the best PMs, the smartest AI, but if the company structure is broken, it just doesn't matter.
- 9:45Speaker 1: It really doesn't.
- 9:46Speaker 1: Yeah.
- 9:46Speaker 1: And we're seeing some interesting pushback against that ideal product model.
- 9:51Speaker 1: For years, the story was all about empowered teams.
- 9:54Speaker 0: Give the team a goal and get out of the way.
- 9:56Speaker 0: Right.
- 9:56Speaker 1: But Aunt Murphy points out.
- 9:58Speaker 1: that in twenty twenty five, and now in twenty twenty six, we've seen this huge swing back to what he calls founder mode.
- 10:04Speaker 0: Founder mode.
- 10:05Speaker 0: That sounds like micromanagement with better branding.
- 10:07Speaker 1: It kind of is.
- 10:08Speaker 1: It's executives taking top-down control.
- 10:10Speaker 1: They're basically saying, I don't care about your discovery process.
- 10:13Speaker 1: I want this feature shipped by Tuesday.
- 10:16Speaker 1: It's a reaction to feeling like they've lost control.
- 10:18Speaker 0: So the autonomy of the product team is actually shrinking in some places.
- 10:21Speaker 1: In many places, yes.
- 10:23Speaker 1: The focus shifts entirely to delivery metrics.
- 10:25Speaker 1: Output over outcome.
- 10:27Speaker 1: How many story points did we ship?
- 10:29Speaker 1: Not, did we actually move the needle for the business?
- 10:32Speaker 0: That sounds incredibly depressing for anyone who actually loves building products.
- 10:37Speaker 0: But is there a way to do this right?
- 10:39Speaker 0: How do you implement a good operating model without it just collapsing?
- 10:44Speaker 1: Darren Emory has some very practical advice here.
- 10:46Speaker 1: He says, the biggest mistake is the Big Bang transformation.
- 10:50Speaker 1: You know, the all hands email that says, starting Monday, we are all empowered squads.
- 10:54Speaker 0: And for the next six months, nothing works because no one knows who to talk to.
- 10:58Speaker 1: Exactly.
- 10:59Speaker 1: Deer and suggests a pilot.
- 11:01Speaker 1: Start small.
- 11:02Speaker 1: One value stream.
- 11:04Speaker 1: One outcome.
- 11:05Speaker 1: One empowered team.
- 11:06Speaker 1: And give them ninety days.
- 11:08Speaker 1: Prove that this way of working actually works.
- 11:11Speaker 1: Then you expand.
- 11:12Speaker 0: Prove it before you scale it.
- 11:13Speaker 0: Seems logical.
- 11:14Speaker 1: And Sven van Horbeek adds a crucial first step to that.
- 11:16Speaker 1: He says, don't even start with the teams.
- 11:18Speaker 1: Start with the WHY.
- 11:20Speaker 1: Why are we doing this?
- 11:21Speaker 1: Is it to innovate faster, reduce churn?
- 11:24Speaker 1: If you can't state the business reason, you're just rearranging deck chairs.
- 11:27Speaker 0: It's changed for the sake of a new org chart.
- 11:30Speaker 1: And Melissa Apple points out another classic failure mode, which is trying to change the product team in a vacuum.
- 11:36Speaker 0: Oh, this is so common.
- 11:37Speaker 0: You tell PMs, your mini CEOs know.
- 11:40Speaker 0: But engineering is still run like a ticket-taking service desk.
- 11:43Speaker 1: And sales is still out there selling features from a roadmap a year in advance.
- 11:47Speaker 0: And the PM is just crushed in the middle.
- 11:49Speaker 0: They get all the responsibility, but none of the actual authority.
- 11:53Speaker 1: Melissa's point is that it's an ecosystem.
- 11:55Speaker 1: If your partners in sales and engineering aren't aligned, the model will fail, period.
- 12:01Speaker 1: You can't be an agile island in a waterfall ocean.
- 12:03Speaker 0: Afonso Malofranco had a great way of putting this.
- 12:06Speaker 0: He warned against the romantic narratives of big tech.
- 12:10Speaker 1: Yes, we all look at Spotify or Google and see these perfect autonomous pods.
- 12:15Speaker 1: But Afonso reminds us that those pods are propped up by a massive support structure, program managers, ops teams, platform teams.
- 12:23Speaker 1: You can't just copy the squad model without the scaffolding.
- 12:26Speaker 0: So how does a company know if they're actually ready for this kind of shift?
- 12:30Speaker 1: Dave Baines offers a health check.
- 12:32Speaker 1: It's basically diagnostic to see if your day-to-day reality matches your ambition.
- 12:36Speaker 1: It forces some really honest self-reflection.
- 12:39Speaker 0: Okay, let's bring this down to the individual.
- 12:41Speaker 0: We've talked tech, we've talked org charts, but what about the PM at their desk on a Monday morning?
- 12:47Speaker 0: How do they survive all this?
- 12:49Speaker 1: First, they have to reclaim their time.
- 12:52Speaker 1: Stephanie Liu shared a really alarming statistic.
- 12:55Speaker 1: She says, seventy percent of a PM's week is reactive work.
- 12:59Speaker 0: answering slacks, putting out fire, sitting in meetings they don't need to be in.
- 13:03Speaker 1: Seventy percent.
- 13:04Speaker 1: That leaves almost no time for deep strategic thinking.
- 13:09Speaker 1: Stephanie argues that leadership has to actively protect that focus time.
- 13:13Speaker 1: Maybe two hours of uninterrupted time every other day.
- 13:16Speaker 0: That sounds like a dream, but in one of those founder mode companies, that's got to be a tough sell.
- 13:20Speaker 0: Why aren't you answering my messages?
- 13:21Speaker 1: It's hard, but the alternative is just being a busy fool.
- 13:25Speaker 1: Which brings us to prioritization.
- 13:27Speaker 1: Groshan Gupta has some great advice on handling stakeholders.
- 13:31Speaker 0: The classic struggle.
- 13:32Speaker 0: Sales wants a feature, marketing wants a launch date.
- 13:35Speaker 0: And the PM just says, I'll try.
- 13:36Speaker 1: And I'll try is the worst possible answer.
- 13:38Speaker 1: It just erodes your credibility.
- 13:40Speaker 1: Groshan says you have to treat feedback as decision input, not a command.
- 13:44Speaker 0: So how do you say no without, you know, getting fired?
- 13:48Speaker 1: You reframe the question.
- 13:50Speaker 1: When a stakeholder asks for feature X, You don't just say no.
- 13:54Speaker 1: You ask, OK, to make space for X, what are we going to drop?
- 13:57Speaker 1: Or you ask, which of our OKRs does this move forward?
- 14:01Speaker 0: You make them do the trade-off math with you.
- 14:04Speaker 1: Exactly.
- 14:05Speaker 1: You turn it from a simple request into a negotiation about value.
- 14:09Speaker 1: It forces them to see that your time is an infinite.
- 14:12Speaker 0: Marlon Davis points out that a lot of this confusion just comes from mixing up product management with project management.
- 14:18Speaker 1: A distinction that gets blurred all the time.
- 14:20Speaker 1: Marlon's clarification is simple.
- 14:22Speaker 1: Product owns the value in the direction.
- 14:24Speaker 1: What are we building and why?
- 14:26Speaker 1: Project owns the delivery.
- 14:27Speaker 1: When is it coming and how do we execute?
- 14:29Speaker 1: And
- 14:29Speaker 0: when the PM is forced to become a project manager,
- 14:32Speaker 1: you get products that ship perfectly on time under budget and then fail silently in the market because nobody actually wanted them.
- 14:38Speaker 1: We executed
- 14:39Speaker 0: the wrong plan perfectly.
- 14:40Speaker 0: You got
- 14:40Speaker 1: it.
- 14:41Speaker 0: Finally, Tim Herbig offers a piece of advice that I think applies to, well, everyone in this industry.
- 14:46Speaker 1: Drop the jargon.
- 14:47Speaker 1: Yes,
- 14:47Speaker 0: please.
- 14:48Speaker 1: We hide behind these complex terms.
- 14:50Speaker 1: Hypothesis validation.
- 14:52Speaker 1: Discovery sprints.
- 14:53Speaker 1: Tim says just use plain English instead of we need to run a validation experiment.
- 14:57Speaker 1: Just ask.
- 14:58Speaker 0: How can we find out if we should build this?
- 15:01Speaker 1: It's such a simple, powerful question.
- 15:03Speaker 1: It cuts through all the noise.
- 15:04Speaker 1: Yeah.
- 15:05Speaker 1: And really, I think that sums up the whole theme of these last two weeks.
- 15:08Speaker 0: How do you mean?
- 15:09Speaker 1: Well, think about what we've discussed.
- 15:11Speaker 1: AI evils that use binary yes or no judgments, product models that start with the why instead of the process, and language that drops the jargon.
- 15:22Speaker 1: It's all about a search for clarity.
- 15:24Speaker 1: We're moving away from the hype and trying to get to the hard reality of building things that are actually valuable.
- 15:29Speaker 0: That's a fantastic summary.
- 15:31Speaker 0: We've covered a lot of ground today from AI as systems of action to the dangers of vibe coding and the ongoing struggle for strategy in a founder mode world.
- 15:41Speaker 1: It's a complex landscape for sure, but I feel like the path forward is clearer than it's been in a while.
- 15:45Speaker 0: I couldn't agree more.
- 15:47Speaker 0: And for everyone listening, here's a final thought for you to chew on.
- 15:50Speaker 0: We talked about how AI is taking over the execution, the coding, the analysis, all the grunt work.
- 15:56Speaker 0: If the doing becomes automated, your value as a human is entirely in the deciding.
- 16:01Speaker 0: So the question is, are your decision making skills sharp enough to be your only marketable asset?
- 16:08Speaker 1: That is the uncomfortable question for twenty twenty six.
- 16:10Speaker 0: If you enjoyed this episode, new episodes drop every two weeks.
- 16:14Speaker 0: Also check out our other editions on ICT and tech, artificial intelligence, cloud, sustainability and green ICT, defense tech and health
- 16:21Speaker 1: tech.
- 16:22Speaker 1: Thanks for listening and don't forget to subscribe so you don't miss our next deep dive.