The Challenge

FullStory had built something real. One of the better digital experience analytics platforms out there, and people in the industry knew it. But AI started changing the rules pretty fast, and suddenly the question wasn't whether to respond. It was how. New competitors were coming in with AI baked into everything from day one. And I think what made FullStory's situation tricky wasn't a lack of ideas. It was the opposite. Too many directions, not enough clarity on which ones actually mattered for their customers. Leadership needed a plan. Not a deck full of possibilities, but a real strategic direction their teams could actually build toward.