Richard and Joe talk about the unsurpassed value of qualitative research. Whether determining market fit or attempting to answer other questions, you can waste time and money chasing results that qualitative research would have told you, just aren't there. Richard provides tips for conducting effective qualitative conversational research as well as tips for providing exponential value to each other among conference/meet up attendees. Joe unpacks the HBR article ⁠What Today's Rainmakers Do Differently⁠ including what lessons not to learn, how to use AI to get the most out of the article's insights, and how to sell like an Activator starting tomorrow.