Support is strategic. It shapes customer outcomes and sees friction patterns that signal business risk. This series shows how to translate that proximity into strategic relevance. Subscribe for new editions.

• Where Are You Headed?
  Leading support into the future takes two things most leaders never honestly assess: the agency to act and the mandate to matter. Here’s a way to find out where you ...
• Support — What Is It For?
  The capability of support is not in doubt. What is missing is a definition of support’s strategic purpose.
• Support Reinvented: The Work That Replaces the Ticket Queue
  Support reinvented: Reactive becomes proactive. One-at-a-time becomes at-scale. Satisfaction becomes outcomes. Activity becomes proven value.
• Reduce, Redeploy, or Reinvent: How Support Thrives in the AI Economy
  AI is making your team more efficient. It feels like a win, it feels like leverage, but efficiency isn’t the win that matters. Every hour AI frees up can go ...
• AI Efficiency Is a Start. Not a Strategy.
  AI is not saving support. It is exposing what support is actually worth to the business — and placing the burden squarely on support leaders to determine which direction that ...
• Stop Measuring Deflection
  Stop measuring Deflection and start measuring Engagement.
• Support Is Productive but Inefficient
  Support is inefficient. That’s not a criticism of your team or leadership—it has nothing to do with how hard people work or how fast they close cases. The inefficiency is ...
• Support Has a Data Problem. Fix It First. Prove Value Next.
  Most support teams have data. What they are missing is the business context that makes that data meaningful — and until that gap is closed, attribution is out of reach. ...
• Where We Are, Where We’re Going, and Why It Matters More Than Ever
  Support must change now. We have been rooted in what we do and how we do it for so long that the kind of change support needs is difficult. But ...
• Do You Have the Right Data to Tell Support’s Story?
  The right data does not just tell you what support does. It tells you what support is worth. This edition introduces the measurement stack that makes that story possible.
• From Activity to Attribution: The Measurement Shift That Changes Everything
  Most support teams can describe what support does. Few can prove what it is worth. This edition is about the data gap between activity metrics and attribution — and how ...
• Risk to Relevance
  A four-step roadmap showing how support leaders can use AI to create capacity, reallocate work to higher-value activities, prove business impact, and become indispensable to growth.
• Risk to Relevance: The Support Leader’s Roadmap
  The path to strategic support isn’t about AI deployment—it’s about proving attribution for the value you create today and reallocating resources to high-leverage work, so AI becomes a liberator of ...
• AI Use Cases for Support that Enhance Customer Value
  Companies are deploying AI in support. Some are freeing their teams for complex work focused on delivering customer outcomes. Others are deflecting more cases, cutting costs, reducing headcount.
• What is the Focus of your AI Strategy?
  Most AI strategies for support are focused on efficiency. This can be a problem, learn why.
• AI Isn’t A Threat. How You Use It Is.
  AI doesn’t replace support because it can do the work better. It replaces support positioned as doing work AI can do. This article examines the choice you’re making right now ...
• AI’s Promise, Leadership’s Test
  Edition 4 examines the AI divide: some organizations will use AI to elevate support’s strategic relevance, while others will automate activity without improving outcomes.
• Choosing the Battles That Build Leadership Credibility
  Edition 3 examines how strategic support leaders choose moments where their perspective can materially improve business outcomes—and how to know which battles to fight.
• From Reactive Support to Strategic Relevance: A Leadership Journey
  Edition 2 maps the spectrum from reactive containment to strategic relevance—and shows where most support organizations are actually operating.
• Support in 2026: Leadership Is the Constraint
  Edition 1 establishes that support’s strategic constraint is no longer execution or technology—it’s leadership and the obsolete operating models that keep support reactive.