All Series / The Revenue Illusion × The Future of Selling
14-post series  ·  ~2 hrs total reading

The Revenue Illusion
× The Future of Selling

Two parallel research threads — one on why revenue systems are broken, one on how buyers are changing — running for 10 months, converging into a single thesis.

Origin  ·  Post 1  ·  Where it started
We Started a Debate We Couldn't Stop. Here's What We Found.
About 11 months ago, a few of us started arguing about what actually happens to revenue when AI gets good enough to replace most of what revenue teams do today. We disagreed on almost everything. Which is why we kept going.
November 4, 2025 8 min read
Thread A  ·  Revenue Illusion The data rot, the tool fragmentation, the AI illusion
Thread B  ·  Future of Selling The buyer shift, the buying committee, the human advantage
Convergence Where the two threads arrive at the same conclusion
Post 13  ·  The final argument
The Last Human Advantage -- And What Happens When You Waste It
After stripping away everything that can be automated and scaled and replaced, one thing remains: judgment under genuine relational risk. Most organizations are systematically designing this advantage out of existence without realizing they're doing it.
Mar 17, 2026 10 min read
The Hypothesis Where the research leads
Post 14  ·  The bridge
We Spent 10 Months Researching This Problem. Here's the Hypothesis We're Exploring.
For thirteen posts we operated in research mode. This post is about what we believe -- the actual hypothesis -- why the current market has a blind spot nobody has solved, and the direct question we want your honest answer to.
Mar 23, 2026 12 min read