We can thank consumer social and e-commerce for the huge cache of research that led to the mobile-first mafia.

Clicks and conversions are king over there, and growth teams figured out the patterns to squeeze every last penny out of each interaction.

Business tools, ironically, get to operate on vibes much more than any data-driven leader would care to admit. It is painfully evident when using many top B2B SaaS tools, where workflows are erratic and it takes 10 clicks to complete one task.