Everyone wanted the next technology. That wasn't the problem.

Organisations wanted whatever was new, mostly because they were afraid of being left behind. The conversation started with the tool and never quite reached the customer.

Adding a channel adds work, cost and complexity immediately; it adds value only sometimes. Several of the platforms being asked for solved a problem the business did not have, while the problem it did have stayed untouched.

We put the order back: what does the business need, what does it already own that works, who are we talking to and in what situation — and only then, which technology fits, tested small before it is committed to. Anything chosen had to sit inside a plan with the rest of the work, not run beside it as a pilot nobody owned. We also stopped pushing: people decide when and whether they want to hear from a company, and treating that as an obstacle is how good ideas become annoying ones.