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*This episode is brought to you by Luth Research. Check out their free webinar, The Conversation Gap: Where AI Joins the Search Journey.*
The most useful emerging technologies are rarely the smartest ones in the room, but rather the ones built by people who listened long enough to know what was actually needed.
Ivka Marković, Chief Product & Strategy Officer at WIM, joins host and Little Bird Marketing CEO Priscilla McKinney on Digital Transformation Success to rethink how AI tools earn their place in industries that run on trust. Marković approaches technology from an unexpected angle, shaped more by art, branding, and market research than by code. That background gives her a sharp read on how people behave and what they respond to. The strongest digital transformation platform starts with exactly that kind of understanding.
Research usually informs a product but almost never becomes one, and that gap swallows more value than most leaders realize. When audience behavior shapes a tool from the very first conversation, technology stops forcing people to adapt and starts meeting them where they already work. Closing that gap doesn’t require the deepest technical background in the room. Genuine curiosity about people and the patience to hear what they actually need often matter far more than credentials.
“I am not a tech person. I’m not even a business person,” Marković explains. “I’m a very curious person that loves to listen to people.”
Every organization sits on more insight than it uses. The real question is whether leaders keep treating that knowledge as background reading or start turning it into something people rely on every day. As AI tools keep multiplying, curiosity may become a sharper competitive edge than complexity. The leaders who listen first could end up building what everyone else wishes they had thought of.
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