The Thread
Ideas on customer conversations, AI agents, and meeting people in the apps they already live in.
All blog posts
Silly season is coming. Don't shout.
Between Black Friday and Christmas, every brand in the country turns the volume up at exactly the same time. Here is why the answer is not a louder message. It is a quieter room.
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15 updates before coffee
Working in tech right now feels like running a race where the finish line keeps moving. The tools change while you use them. Yesterday's impossible becomes today's product update. And somewhere in the middle of all that, we're building FlowIQ.
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Your customer was always the business
It is 11pm and a customer is standing in their pocket with a question. Your team is asleep. Here is why that moment, not your checkout, is the truest thing your brand will ever say.
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Three big brands. No answer.
Three of South Africa's biggest brands sent me a near-perfect WhatsApp message. Beautiful, personal, perfectly timed. So I replied. And that is where the whole thing quietly fell apart.
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