When we first launched Murror, our onboarding looked like every other app. Five screens. Set your goals. Pick your interests. Create a profile. Upload a photo.
14% of users made it through. The rest disappeared before they ever journaled a single thought.
We just launched Katalyst for sales teams on Salesforce.
Simple idea: reps don't hate selling, they hate the hours they lose every week feeding the CRM. Logging calls, fixing stages and close dates, writing next steps, reconstructing what happened on a deal from three weeks ago. The CRM they "quietly hate."
Most tools just made data entry slightly less painful. It's still the rep doing the work.
There's a well-documented phenomenon in consumer and user research that most practitioners know intuitively but rarely name directly: people don't report their experience accurately.
Not because they're dishonest. Because self-reporting is hard. In the moment of an interview, participants are performing a version of themselves. They round off hesitation. They describe their behaviour more charitably than it actually was. They say "yes, I'd probably use this" when what they felt was closer to "maybe, under the right circumstances, if the price were different." The social pressure of being in a conversation, even with an AI, shapes what gets said.
This is what we call the Say-Do Gap. The distance between what someone tells you and what they actually feel or do.
It shows up everywhere. In concept tests where participants say they love a product they'd never buy. In usability sessions where someone says "this makes sense" while visibly struggling. In brand perception studies where stated attitudes don't match purchasing behaviour.
