The ROI of Clarity: When Better Inputs Change Every Downstream Decision
Scott Burleson, Chief Product Officer at The AIM Institute
kHUB post date: April 11, 2026
Originally presented: March 26, 2026
Watch time: 60 minutes
Access the Webcast
Most teams don’t suffer from a lack of data. They suffer from a lack of clarity. Product roadmaps stall. Research gets debated instead of used. Strategy decks multiply, but confidence doesn’t. And AI promises speed—while quietly amplifying whatever confusion already exists. The root problem is almost always the same: poor inputs. When teams don’t share a clear, structured understanding of what customers are actually trying to accomplish, every downstream decision—prioritization, messaging, innovation, investment—gets noisier, slower, and riskier. In this webcast, we’ll explore the return on clarity: how improving the inputs to your product, marketing, and innovation decisions changes everything that follows.
Key Takeaways:
- Why most customer insight efforts fail to influence real decisions—even when the research is “good”
- How unclear customer language creates hidden costs across roadmaps, launches, and AI-driven tools
- What “better inputs” actually look like in practice (and why more data rarely solves the problem)
- How teams that invest in shared customer clarity reduce failure risk, align faster, and make better bets
About the Presenter
Scott Burleson is the creator of The JTBD Pyramid™, a framework for understanding what truly drives customer behavior across function, emotion, and identity. He is the author of The Jobs-to-be-Done Pyramid™ and The Statue in the Stone, and the founder of LearnPM.pro. Scott’s background spans manufacturing, product management, and customer research. He previously led strategy for John Deere’s 1-Series tractors and served as a Director at the Strategyn Institute, where he worked directly with JTBD pioneer Tony Ulwick. Today, Scott is Chief Product Officer at The AIM Institute, where he helps leaders reduce innovation risk by improving the clarity of the inputs that drive product, marketing, and growth decisions.