GiFOC: Get in Front of Customers:

In the Age of AI, Your Only Moat Is Your Customer.

See my Substack for Your Customer-Facing OS Upgrade

Seek the Ground Truth

Your first mission: lead your team out of the dashboard bunker. Metrics deceive - only real customer reality matters.
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A GiFOC leader makes customer truth the company’s strongest asset
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Hold strategic conversations - not check-ins - to uncover hard truths, hidden needs, untapped wins, and surprising opportunities. That’s how customer teams become your smartest intel engine.

Connect the Front Line to the Code

Your second mission: turn customer truth into company action. Feedback that dies in Slack is theater. A GiFOC leader builds the system that pipes frontline insight straight into strategy, product, and the boardroom.The goal is to make your roadmap a direct reflection of customer reality, not internal assumptions.

Brief History of Being Wrong

You could say this approach was forged in failure:– Replacing real conversations with dashboards.
– Mistaking personas for actual users.
– Copying competitors without asking customers.
– Shipping features engineers loved and yet and customers ignored.After 20 years leading customer-facing teams in Silicon Valley, I saw the pattern: every big mistake came from one thing: distance from the customer.GiFOC is the antidote. It's a deprogramming concept for smart leaders stuck in spreadsheet thinking.
It’s built on one belief:
Your smartest collaborators are your customers. Start listening.

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