Cultivating Clarity is a methodology for product teams who are tired of building features nobody uses. It goes deeper than Jobs-to-Be-Done, into the psychological, social, and emotional context that shapes real customer decisions.
Digital book + Context Mapping Blueprint included
Traditional frameworks ask "what job is the customer hiring this product for?" That's a good start. But it stops at the surface.
It misses the fear behind the purchase. The social pressure shaping the decision. The aspiration the customer can't articulate. The context that makes identical features feel essential for one person and irrelevant to another.
Customer Contextual Intelligence is the practice of understanding all of it, not just the functional layer.
CCI maps the full landscape of customer behavior, not just the task they're trying to complete.
The cognitive biases, mental models, and decision-making patterns that shape how customers evaluate options. What they think they want vs. what drives actual behavior.
The peer influence, status dynamics, and community expectations that make customers choose one solution over another, even when the "rational" choice is different.
The aspirations, anxieties, and identity narratives that turn a product from "useful tool" into something customers genuinely care about and advocate for.
The term was coined in Cultivating Clarity before the industry adopted it. Based on a survey of 11,000+ respondents, the report confirms what CCI practitioners already knew: surface-level customer data is no longer enough.
Start applying Customer Contextual Intelligence today. This free PDF gives you a practical framework for mapping the psychological, social, and emotional context behind your customers' decisions.
Drawing on insights from Jeff Jonas, Nick Shackleton-Jones, Bob Moesta, Michael Levin, and others. Available now in digital and paperback.
ClarityOS is the operating system for turning Customer Contextual Intelligence from a book into a practice that scales across every product team.