Make it easier... or lose them

AI distruption, PRD minset, and making it easier on customers

Jeff Breunsbach
November 20, 2024

Hey, nothing brings out your inner WebMD quite like a sick 2.5-year-old—luckily, I’ve got a built-in doctor at home (aka my wife).

It's been a ride between the snuggles, the whiny “more Trash Truck” pleas, and futile attempts to get him to eat something. But you know what? These moments remind me of the resiliency of little humans—and also of the absolute chaos that is parenting.

So, let’s dive into something equally unpredictable (but hopefully more enlightening): this week’s newsletter.

I’ve got a good one for you down below…

Jeff

AI disruption Is speeding up

Chegg’s CEO recently pointed to Google’s AI as the primary reason for a dramatic drop in their business…

“Technology shifts have created headwinds for our industry and Chegg’s business specifically,” Schultz said. “Recent advancements in the AI search experience and the adoption of free and paid generative AI services by students, have resulted in challenges for Chegg. These factors are adversely affecting our business outlook and are requiring us to refocus and adjust the size of our business.”

The layoffs at Chegg underscore a broader trend: generative AI isn’t just enhancing tools — it’s fundamentally reshaping markets.

The bigger story?

Google is shifting from being a “search pass-through” to the destination. Instead of directing users to other platforms, Google’s AI is delivering answers directly within its ecosystem.

This isn’t a new phenomenon. So, should this be catching Chegg’s executive team off-guard? It feels like this should’ve been planned for...

Why every CS team needs a PRD mindset

Nan Yu recently shared some insights into how they do Product Requirements Documents (PRDs) at Linear, including guidelines and a basic outline:

We have pretty simple PRD guidelines —

Start with the highest level and get more granular.

Start with the widest audience, and get narrower.

Start with the stuff that's least likely to change, end with the stuff that's most likely to change as you discover and build.

PRDs might not be the first thing you associate with Customer Success, but they’re an underrated tool for keeping CS teams ahead of the curve.

Think about it: a PRD lays out the “why” and “how” behind a feature. It’s not just for product teams — it’s a goldmine for proactive customer success.

The real power of PRDs? They shift CS from being reactive to proactive. With the right mindset, your team isn’t just supporting customers — they’re setting them up to win.

Make it easier… or lose them

When I stumbled across this post from Tas Bober on the importance of controlling your company narrative, I knew I had to share it here.

Especially her advice towards the end:

The truth lies here:

Want qualified leads? Share information freely.

Want better meetings? Share information freely.

Want faster deals? Share information freely.

I love it because she taps into the golden rule of customer experience.

The easier you make it, the more customers will trust you.
The harder you make it, the faster they’ll leave.

If your customers have to dig through your website, search Reddit, or DM a rep on LinkedIn just to figure out how your pricing works or what problem you solve, you’re creating friction — and eroding trust.

Lower the effort, and you’ll keep them around… you’ll make them your advocates.

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