We spend a lot of time talking about growth systems, AI, and efficiency. But most growth problems start earlier than that. They start with whether someone is actually trying to do something — and whether you help them get there. I’ve seen teams generate plenty of demand, but very little of it turns into real value or revenue. Not because people aren’t interested, but because no one meets them in the moment that matters. I’ll share how I think about intent, where it gets lost, and what happens when you actually turn it into revenue.