I’m a serial entrepreneur passionate about building companies that solve real problems and challenge conventional thinking. Over the past decade, I’ve founded and scaled multiple ventures including taking a company from bootstrapped beginnings to the Inc. 5000 list and advised startups across SaaS, fintech, and consumer tech.

Today, I’m leading CompetitorIQ, a competitive intelligence platform that helps strategy and corp dev leaders see beyond press releases and polished announcements. By surfacing the hidden signals competitors leave behind from hiring trends and API changes to product documentation updates, we help teams anticipate moves months before they hit the news.

Alongside building companies, I’ve invested in underrepresented founders through funds like W Fund and Hustle Fund’s Angel Squad, and served on boards supporting inclusive entrepreneurship. I also authored “Decoding the Why,” an Amazon best-seller on behavioral science in product design and growth.

At the core, I thrive on uncovering hidden patterns, scaling ideas into impact, and collaborating with people who share a vision for shaping the future of technology.

Nate Andorsky

Announcement for anyone who wants to cold pitch me via LinkedIn DM:

Just pitch me.

Stop trying to pretend you personalized a message, we all know its AI.

You didnt look at my profile, you don't love my last post, it's all lies.

It comes off as disingenuous.

And is a immediate "no" even if I am interested in what you have to sell.

Founder & CEO at CompetitorIQ | Serial Entrepreneur & Author | Inc. 5000 Company Builder | Angel Investor & Board Member

Just received a Linkedin request from someone saying, "noticed we both share a  passion for growth and impact..."

That's like saying... "noticed we both appreciate breathing air..."

Anyone else keep getting added to events they never signed up for by Brian Kelly?

This is just the worst... cold adding people to webinars they never signed up for.

I've spent 12 months building a competitive intelligence solution.

Here's what I learned about why this problem looks simple on the surface but is incredibly complex underneath:

1. Change detection is brutally difficult.

A scraper hits an error and returns no content—your tool flags that the competitor removed a feature. But they didn't. 

The page just timed out.

A homepage updates its copy—is this a strategic pivot or just a refresh?
Testimonials rotate on every page load—your diff script screams "change detected" constantly.

Most tools treat any change as meaningful. 

The signal-to-noise ratio becomes unusable.

2. You wants to provide insights first, then sources—but it's a chicken-and-egg problem.

The right approach is surfacing "Company X launched Feature Y" with all supporting evidence underneath. Not "Company X just published a news article about Y."

But to identify that insight, you first need to collect and analyze all the raw sources—news articles, tweets, changelog entries, job posts. 

Then you have to work backwards, connecting those scattered sources to the insight they collectively reveal.

Most tools skip this step entirely. 

They dump raw data and expect you to find the patterns yourself.

3. Individual changes mean nothing in isolation.

Three pricing page updates, two executive hires, and a product positioning shift might signal a major strategic move—or might be completely unrelated.

The tools that actually work don't just detect changes. 

They understand context, filter noise, and surface what actually matters.

Tie all these 3 together is what makes a first class competitive intel experience.

Customer Centric Solutions LLC

CX strategy, journey mapping, customer jobs-to-be-done research, experience design, service design, MarTech strategy, and program management services to companies seeking to improve customer experience, share of wallet, and advocacy/loyalty to the brand.

Clients have included American Honda, Canada Goose, CitiBank, Disney, ebay, ecobee, Gadventures, Gap Inc., Gympass, Kaiser Permanente, lululemon, Porch, Royal Ambulance, and TransAlta.

Visit company website www.customercentricllc.com to learn more about what we do, our services, and clients.

Chief Experience Officer | CX Strategy | Brand Loyalty | JTBD | BeSci | Experience Design | 

Make it Toolkit

Teach individuals and teams how to leverage applied behavioral science for marketing, product & service design, and change management leveraging the makeit toolkit.

Certified makeit Behavioral Design Instructor

Maven

Teach LIVE cohort classes on the Maven platform to individuals in marketing, sales, product, design, and customer success roles seeking to build a better understanding of 'customer progress' levering customer jobs-to-be-done research methods. Focused on practitioners, developing better listening and interviewing skills.

Maven Instructor - Customer Jobs-to-be-done Research Methods

Stillaton

EQUIP YOUR CALM
The Stillaton Smart Device & App for mindfulness is designed to elevate your ability to focus on the present moment.

Advisor

Citi

Focused on enhancing Citibank Design organizations design maturity by defining an end-to-end process for influencing the work, aligning on the work, planning the work, doing the work, and reflecting on the work.

Established new processes, methods, and tools including a more robust people planning and forecasting process to make sure the right resources were strategically allocated to the most important projects at the right time.

Design Maturity Lead for Mad*Pow

Humana

Experience Design focused on helping Humana both establish and transform into a more Customer-centric Business and Operating Model. Focused on putting customers and their personalized needs first across insurance and healthcare delivery, transforming into an agile organizational focused on the Customer and their  journeys. Member of the Humana Enterprise Agility and Change team.

Experience Design Consultant for Mad*Pow

TransAlta

Driving Growth through improved Customer Focus and development of five customer-focused competencies:
1. Treat and manage customers as assets
2. Understand what customers value most
3. Focus on critical moments in the customer journey
4. Establish listening posts at critical moments
5. Nurture an empathetic and empowered culture

Customer Focused Strategy | Voice of the Customer | Customer Experience Mgmt | Customer Success

ecobee

- Visualized the customer journey for targeted persona based upon combination of qualitative and quantitative research.
- Defined jobs-to-be-done inventory across all across all stages of the customer journey (discover, research, purchase, install/setup, use, and engage)
- Analyzed time spent researching, path to purchase, price elasticity, choice set, decision criteria set, and final purchase criteria for targeted persona.
- Analyzed jtbd importance, satisfaction, and customer effort by targeted persona in order to identify opportunities to improve the customer experience.
- Facilitated co-creative design sprint workshop to envision the ideal customer journey bringing together cross-functional teams from brand, marketing, product, retail sales, ecommerce, information technology, service and support.

CX Strategist | JTBD Analysis | Data-driven Journey Mapping | CX Opportunities | Experience Design

- Reported into CMO to align executive stakeholders around the importance of overall customer experience strategy in relationship to growth and retention.
- Performed consumer insights research to inform new brand positioning in the highly competitive smart home industry (focus on smart thermostats).
- Conducted customer segmentation research analyzing customer motivations, goals, lifestyle, elements of value (functional, emotional, aspirational), and the role of technology in their lives.
- Defined targeted persona to align brand, marketing, sales, product, and customer service on who their most important customers are and how best to serve their needs.

CX Strategist | Brand Experience | Customer Motivation + Values | Customer Segmentation | Personas

Gap Inc.

Interim Senior Director CX Portfolio Management, overseeing $30M portfolio of customer experience, digital, and e-commerce projects for the Gap Inc. family of brands.
-	Overseeing program governance for strategic projects including concept pitch/business case, intake process governance, delivery coordination across product management and engineering, capacity management and reporting, and financial budgeting/forecasting.
-	Reported into CIO and Head of Product Management on overall CX portfolio status covering core business capabilities, schedule, project status, risks and mitigation strategies, and budget.

CX Digital Portfolio Management | Customer Experience | Digital Transformation | eCommerce

Porch

- Reported into Head of Business Development interested in learning about homeowner experience related to pre-move service, moving-in services, home maintenance and home improvement projects.
- Conducted CX Workshop to introduce customer motivation and path to purchase analytical frameworks to cross-functional team across marketing, sales, ecommerce, and homeowner services.
- Conducted jobs-to-be-done interviews inviting homeowners to talk about their experiences related to various Porch.com services.
- Presented key findings related to the homeowner experience and journey across each stage of home ownership.

CX Strategist | Homeowner Insights Research | Customer Motivation | Home Maintenance & Improvement 

The focus of my career has been helping companies deliver on their brand promise, drive sustainable grow through customer acquisition, service, and retention strategies. 

Our website:  www.customercentricllc.com

Clients have included Honda, Canada Goose, Disney, ecobee, Gap Inc. Family of Brands (Gap, Banana Republic, Old Navy, Piperlime, Athleta), ecobee, ebay, G Adventures Travel, Kaiser Permanente, JMMB Financial, lululemon, Philips Electronics, Porch.com, Royal Ambulance, Shaklee Corporation, and Ticketmaster.

Helping companies:

-	Build a better understanding of target customer expectations, desires, functional and emotional wants & needs;

-       By customer segment, build an understanding of what motivates them to hire your product or service, fire your competitors, as well as the different loyalty drivers that keep them coming back;

-	Leverage the power of storytelling to help cross-functional teams (marketing, sales, and service) align around what matters most to customers at different points in their customer journey;

-	Align executive stakeholders and cross-functional teams around how to best deliver on their brand promise at critical moments along the customer journey;

-	Ideate on the most cost-effective ways to deliver new and improved customer experiences, across physical and digital channels,  since sometimes the most innovate solutions can be simple and easy to implement;

-       Leverage the Design Sprint process to quickly prototype and test ideas with customers in order to learn fast and identify the best ideas to move forward with;

-       Use Service Design and Blueprinting methods to help cross-functional teams visualize and understand what it takes to operationalize a new experience; and

-	Become an organization that practices empathetic listening and takes action on the CX insights captured.

John Gusiff

Moesta’s Principle on Urgency (for Founders)
As a founder, remember: you don’t create urgency — the customer does.

Urgency doesn’t come from your discount, your deadline, or your quarter-end push.

It comes from their world: board pressure, stalled metrics, broken workflows, missed targets, and that moment of “we can’t keep doing this” (the struggling moment).

Recent LaunchPod interview: Mircea Serediuc talking with Bobby Moesta

But you can surface urgency with two truth-seeking questions:
1️⃣ “What happens if you don’t solve this?”
Reveals stakes, hidden pain, and the system-wide cost of inaction.
2️⃣ “So then… why are you waiting?”
Exposes friction, anxiety, constraints, and political or emotional blockers.

If the switch isn’t burning for them yet, you can’t force it — but you can help them see what happens if nothing changes.

👉 Learn JTBD+BeSci frameworks and methods: https://lnkd.in/guntcz2f

The Behavioral Science Behind It (my perspective)
These two questions work because they shift the customer from evaluation mode (“Should we buy this?”) to self-prediction mode (“What will happen to us if we don’t?”).

That matters because self-prediction triggers:

▪️ Cognitive Dissonance
They feel the tension between what they say they want (“This is important”) and what they’re actually doing (“…but we’re not acting”).

▪️Mental Simulation
They imagine the future consequence of staying stuck — which creates internal motivation to move.

▪️ Reframing
Instead of judging your product, they’re evaluating the cost of the status quo.

▪️ Surfaced Barriers
Their real blockers emerge: fear of switching, lack of bandwidth, political risk, competing priorities, budget choreography.

▪️Intrinsic Motivation
True urgency only sticks when it comes from within — not from sales pressure.

In Summary: urgency is intrinsic, not extrinsic.
Your job isn’t to manufacture urgency — it’s to reveal it, name it, and reflect it back so the customer can act on it.

Make it Toolkit
#GTM #FounderLedSales #CustomerProgress #JTBD #BehavioralScience

🧠 Decoding Customer Decision-making and Progress for Smarter Growth - replace the guesswork with behavioral science-informed insights.

🚨 NEWS ALERT FOR B2B SAAS FOUNDERS - I’m running one final Freemium B2B Customer Intelligence Sprint in 2025 — and it’s built for one purpose:

Rebuild Clarity. Fast.
In the early and messy middle stages, startups don’t die from running out of money.

They die from running out of clarity.

Clarity about:
▪️Who your real buyers are
▪️What they truly care about
▪️Why deals stall
▪️What actually triggers adoption
▪️Which ICPs are worth betting your runway on

Without this clarity, every experiment becomes guesswork — and every pivot burns precious time.

Apply here: https://lnkd.in/gJ-BFSmT

#b2b #saas #gtm #jtbd #customerprogress #problemsolutionfit #productmarketfit #languagemarketfit

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The Battle

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