Organizations love to optimize—but often forget what, or who, they’re optimizing for. When teams are built around internal structures rather than customer outcomes, even the best strategies become slow to adapt.Author and data analyst Neil Hoyne and Pini Yakuel explore how behavioral rigidity, not technical limitations, holds most companies back. Drawing from principles in Neil Hoyne’s book, Converted, they argue for a shift toward systems that favor adaptability, exploration, and proximity to the customer. Because in a world shaped by AI, the real competitive edge is not just speed—it’s staying meaningfully connected to the people you serve.Key TakeawaysWhen roles become identities, organizations lose flexibility. Over-specialization makes it harder for teams to respond to evolving customer needs.Behavioral defaults—not tech—often slow teams down. Loyalty to familiar workflows or team structures can block innovation, even when tools are available.AI works best when aligned with real customer strategy. It’s not a shortcut or a strategy in itself—it’s a multiplier for what actually matters.Customer-centricity requires outcome-driven teams. Structuring around internal functions, rather than external impact, leads to misaligned incentives.Small shifts in ownership create big changes in experience. Empowering teams to work across silos—even partially—brings them closer to the customer, and closer to results.Key Quotes[00:13:50] “Marketing teams don’t just bake bread—they are bread. It’s not just what they do; it’s who they’ve become. So when the shift happens—when the customer wants cupcakes instead—they miss it entirely. Because they weren’t watching the customer. They were defending the bread.” – Neil Hoyne[00:21:13] “If your strategy is ‘use AI better than the competition,’ you don’t have a strategy.” – Neil Hoyne[00:25:46] “Accelerate what already works. Tactics are multipliers, not miracles.” – Pini[00:46:47] “Positionless isn’t binary. Can you let a team own 10% of something, start to finish?” – Pini Yakuel[00:51:39] “We’ve gone too far into specialization. It’s time to bring back the craftsman.” – Neil HoyneAssociated Links:Learn more about Optimove’s platformsLearn more about Positionless MarketingRead Converted by Neil HoyneCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.