Conversations
Interviews & dialogues.
Conversations worth reading, presented as transcripts.
Beyond The Code
VideoThe Software Rarely Fails. The Reason Does.
A conversation with Faheem Usmani at Devsinc, on why so many ERP projects fail, the one sentence leaders should be able to say before they buy, and why change management is the real work.
Faheem Usmani · 30 October 2026 · 5 min read
Beyond The Code
VideoUntil It Arrives, Fulfilment Is the Brand
A conversation with Shoaib Ahsan, founder and CPO at Firaasa (formerly Unity Retail), on the gap between seeing a problem and acting on it, why so much retail still runs like a storeroom, and what fulfilment does to a brand.
Shoaib Ahsan · 22 October 2026 · 5 min read
Beyond The Code
VideoNobody Wants a Process. Everyone Wants a Button.
A conversation with Yury Shishkin, founder of 24 Online and IDRF, on the line between automation and AI, the data every e-commerce brand ignores, and how close the industry is to running itself.
Yury Shishkin · 29 September 2026 · 5 min read
Group conversation
An Open Door Isn't Enough
What I learned from reviewing a marketing team as an outsider and why the best feedback only surfaces once the strategy comes off the table.
21 June 2026 · 6 min read
Group conversation
The Hands of the CEO
I set out to find where our people function could improve and grow. I came back convinced it is the quiet engine that turns a company's intent into action, the part most leaders undervalue.
21 June 2026 · 8 min read