{"id":1879,"date":"2026-09-21T11:00:07","date_gmt":"2026-09-21T10:00:07","guid":{"rendered":"https:\/\/mupuc.de\/?p=1879"},"modified":"2026-09-21T11:00:07","modified_gmt":"2026-09-21T10:00:07","slug":"how-far-does-reality-have-to-travel","status":"publish","type":"post","link":"https:\/\/mupuc.de\/en\/how-far-does-reality-have-to-travel","title":{"rendered":"How Far Does Reality Have to Travel?"},"content":{"rendered":"<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1320\" src=\"https:\/\/mupuc.de\/wp-content\/uploads\/2026\/09\/How-Far-Does-Reality-Have-to-Travel.jpg\" alt=\"A road leading from a car to a destination, illustrating the distance between a customer problem and the people who can solve it\" class=\"wp-image-1880\" srcset=\"https:\/\/mupuc.de\/wp-content\/uploads\/2026\/09\/How-Far-Does-Reality-Have-to-Travel.jpg 2048w, https:\/\/mupuc.de\/wp-content\/uploads\/2026\/09\/How-Far-Does-Reality-Have-to-Travel-1280x825.jpg 1280w, https:\/\/mupuc.de\/wp-content\/uploads\/2026\/09\/How-Far-Does-Reality-Have-to-Travel-980x632.jpg 980w, https:\/\/mupuc.de\/wp-content\/uploads\/2026\/09\/How-Far-Does-Reality-Have-to-Travel-480x309.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 2048px, 100vw\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Almost 20 years ago, my former boss Peter Schroer, founder of Aras, had a simple rule.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whenever there was a serious customer problem, he would say:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong>\u201cJump in the car. Go there. Understand the problem. And fix it.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Not exactly a sophisticated management framework. But remarkably effective.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The sentence stuck.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because of the idea behind it:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Keep the distance between a customer problem and the people who can fix it as short as possible.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">When customer signals have to travel<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Aras has preserved much of that principle - and speed - to this day.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Many companies struggle to do the same as they grow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They get bigger. More professional. More specialized.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And suddenly, a customer signal has to travel:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Support \u2192 Customer Success \u2192 Sales \u2192 Product \u2192 Prioritization \u2192 Engineering \u2192 Release \u2192 Customer.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Everyone is doing their job.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>And yet the company has become slower.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A system that learns within days<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">I thought about Peter\u2019s rule again while looking at an unusual innovation system:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ukraine.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2022, Ukraine had around <strong>7 drone companies.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By 2025: <strong>more than 500.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brave1 now works with <strong>2,100+ developers<\/strong> and <strong>5,000 products.<\/strong> Over <strong>500,000 drones<\/strong> had been ordered by mid-2026.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All this is happening under the horrific conditions of war.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the speed at which this system learns is remarkable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Something doesn\u2019t work. Something else works better.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Users choose. Demand shifts. Capital shifts. Manufacturers respond.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A better version goes back into the field. The loop starts again.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Not every year. Not every quarter. Sometimes within days.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ukraine even applies an interesting capital rule:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>80%<\/strong> to proven solutions.<\/li><li><strong>20%<\/strong> to new developments and testing.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This isn\u2019t simply speed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>It\u2019s an architecture in which reality changes decisions quickly.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The metric that is missing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We measure Release Frequency. Time to Market. Sales Cycle. Pipeline Velocity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But one metric is missing:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How long does it take for a customer signal to change what the company does?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not until it reaches the CRM.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not until the next product meeting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Until a different decision is made.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Three days? Three months? Three quarters?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A software company can release every two weeks and still be slow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If customer reality takes six months to change a commercial or product decision, the cycle that matters isn\u2019t two weeks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>It\u2019s six months.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Go-to-Market is a two-way street<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We see Go-to-Market too much as a one-way street:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Company \u2192 Market<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing. Sales. Channels. Pricing. Adoption.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But it needs the opposite direction too:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Market \u2192 Company<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What works? What doesn\u2019t? What gets used? What gets bought?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What changes a decision?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s where innovation, Go-to-Market and Commercial Control come together.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not in the dashboard.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>In the loop.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Keep the loop short<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Peter had a pragmatic way of keeping that loop short:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong>\u201cJump in the car. Go there. Understand the problem. And fix it.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Thanks, Peter. That lesson stuck.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today, we have CRM, Product Analytics, Customer Success Platforms, AI - and more customer data than ever.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Has all this really brought us closer to reality - or have we just built better systems for reality to travel through?<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>How long does it take for a customer signal to change what the company does? The shorter the distance, the faster the company learns.<\/p>","protected":false},"author":1,"featured_media":1880,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"class_list":["post-1879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-englishblog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Far Does Reality Have to Travel? | MUPUC<\/title>\n<meta name=\"description\" content=\"How quickly does customer reality change company decisions? 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