6. Assumptions vs. Buyer Truth with Kristen Zhivago

In this episode of Technically Human, I sit down with Kristin Zhivago to explore the gap between what businesses think customers want and what buyers are actually looking for. We unpack assumptions vs. buyer truth, why so many organizations unintentionally create friction in the buying process, and how companies can better understand customer desires, concerns, and questions before a purchase ever happens.Kristin shares insights from interviewing thousands of customers across industries, explains the hidden “sales stoppers” that quietly hurt revenue, and discusses why trust, listening, and genuine human understanding still matter deeply — even in an AI-driven world.We also explore:Why most companies misunderstand their customersThe difference between assumptions and real buyer insightDesires, concerns, and questions in the buying processCommon sales stoppers hurting businesses behind the scenesWhy Amazon succeeds at reducing buyer frictionAI, automation, and the future of customer communicationThe importance of trust and human connection in businessWhat it means to stay “technically human” in today’s worldTime Stamps: 00:00 – Introduction to the episode01:00 – Kristin’s background and early sales experience03:45 – Assumptions vs. buyer truth07:30 – Why businesses waste money on marketing08:00 – Loyalty cards, customer data, and personalization10:00 – Relationship marketing vs. truly serving customers11:45 – AI and the limits of customer insight automation14:00 – How many customer interviews companies actually need16:00 – Why messaging often fails to connect20:30 – The biggest disconnect businesses face22:30 – Desires, concerns, and questions in the buying process27:30 – Reviews, Amazon, and reducing buyer friction29:20 – Internal systems, processes, and hidden sales stoppers35:00 – AI adoption in business: opportunities and risks39:00 – AI in education and critical thinking40:45 – What “Technically Human” means to KristinWant to learn more about Kristin Zhivago and her work? Visit www.ZhivagoPartners.com. Connect with Dr. Tracy Shroyer and Career Compass for career strategy, professional growth, and resources designed to help you navigate change in an evolving world of work at www.careercompassusa.com .