For B2B technology leaders / London
The most expensive mistake in business is solving the wrong problem brilliantly.
Before investing in another solution, make sure you've understood what needs solving.
Challenge the brief
Symptoms
Recognise any of these?
- An experience that doesn't live up to its promise.
- A product people don't understand.
- A deal the customer wants but can't buy.
- A strategy that looks right but isn't delivering.
The temptation is to fix what's visible.
The opportunity may be somewhere else entirely.
Selected work
The problem with the problem.
Travel / Payments / Customer research
A premium airport lounge. Or £30 towards lunch.
When lounges were full, customers were offered restaurant credit instead.
For some travellers, that was perfectly acceptable. For others, it was an entirely different experience from the benefit they'd been promised.
The research followed 62 travellers across four international markets through the airport and into the lounge on video, alongside interviews with card issuers, payment networks and partners across the ecosystem.
The capacity problem was real. But treating every cardholder as though they valued the same thing created another problem.
The opportunity was to rethink the alternatives around what different customers actually wanted from their airport experience.
Technology product / Propositions
"WordPress on steroids." What does that even mean?
A technology product designed to make four distinct personas more productive was being presented as a supercharged version of WordPress.
That meant very little to the people buying it.
I turned the product's capabilities into targeted propositions, with messaging and materials that made its relevance immediately clear to each audience.
Enterprise digital / Deal structure
A multimillion-pound opportunity nobody could buy.
The customer had the budget. The supplier wanted the deal.
But the proposed engagement required too many stakeholders, too many approvals and too much commitment upfront.
The opportunity was to make the work easier to buy: smaller engagements, clearly defined outcomes and the ability to demonstrate value before asking for the next commitment.
How the work starts
Innovation doesn't always mean reinvention.
A better product isn't necessarily a new product. It might be one that's easier to understand, easier to buy or genuinely more useful to the people who need it.
I bring together Jobs-to-be-Done, design thinking, customer research and commercial experience to question assumptions and identify where changes can make the greatest difference. And when the work needs specialist expertise, I find the right people for it.
Timing
When to bring Moxie89 in.
- When you're preparing to make a significant investment but aren't convinced you're addressing the right problem.
- When growth has stalled and the usual answers aren't working.
- When your product, proposition or customer experience isn't delivering what it should.
- Or when you need an independent perspective that isn't constrained by how things have always been done.
Engagements range from focused strategic investigations to embedded, fractional or fixed-term work alongside your teams.
Let's talk
Founder
I make a living questioning what everyone else takes for granted.
I'm Kimberly McCabe, founder of Moxie89.
My career spans growth, product marketing, customer experience, digital technology and strategic partnerships.
I've built commercial opportunities, worked across complex organisations and helped teams understand what customers actually want and how businesses deliver value.
I tend to see connections between things other people treat as separate problems. And I've never found "that's how we've always done it" to be a particularly compelling explanation.
I'm also interested in how the same thinking applies beyond business, from the way institutions operate to the assumptions shaping how people live and make progress.