How Much Faster Could You Move If You Knew the Instant the World Changed?
Lacey Miller
May 21, 2025
OVERVIEW
SUMMARY
In today’s fast-moving business environment, knowing the moment the world changes can be the difference between leading and lagging—and Perigon Signals delivers that edge through real-time, context-rich intelligence. By closing the latency gap between global events and actionable awareness, the platform transforms overwhelming data into precise, strategic signals tailored to your organization. Unlike outdated alert tools, Perigon uses AI to filter out noise and surface only what truly matters, enabling faster, more confident decision-making. The result is a new category of intelligence that empowers companies to act proactively, not reactively, in a world where timing defines success.
0:00/1:34
SUMMARY
In today’s fast-moving business environment, knowing the moment the world changes can be the difference between leading and lagging—and Perigon Signals delivers that edge through real-time, context-rich intelligence. By closing the latency gap between global events and actionable awareness, the platform transforms overwhelming data into precise, strategic signals tailored to your organization. Unlike outdated alert tools, Perigon uses AI to filter out noise and surface only what truly matters, enabling faster, more confident decision-making. The result is a new category of intelligence that empowers companies to act proactively, not reactively, in a world where timing defines success.
0:00/1:34
SUMMARY
In today’s fast-moving business environment, knowing the moment the world changes can be the difference between leading and lagging—and Perigon Signals delivers that edge through real-time, context-rich intelligence. By closing the latency gap between global events and actionable awareness, the platform transforms overwhelming data into precise, strategic signals tailored to your organization. Unlike outdated alert tools, Perigon uses AI to filter out noise and surface only what truly matters, enabling faster, more confident decision-making. The result is a new category of intelligence that empowers companies to act proactively, not reactively, in a world where timing defines success.
0:00/1:34
How does Perigon Signals' approach to real-time intelligence compare to other solutions in the market, and what are the key differentiators?
How does Perigon Signals' approach to real-time intelligence compare to other solutions in the market, and what are the key differentiators?
How does Perigon Signals' approach to real-time intelligence compare to other solutions in the market, and what are the key differentiators?
What types of organizations or industries are most likely to benefit from this kind of real-time awareness capability?
What types of organizations or industries are most likely to benefit from this kind of real-time awareness capability?
What types of organizations or industries are most likely to benefit from this kind of real-time awareness capability?
How might the concept of "time to knowledge" and the need for rapid awareness evolve in the future, and what implications could that have for businesses?
How might the concept of "time to knowledge" and the need for rapid awareness evolve in the future, and what implications could that have for businesses?
How might the concept of "time to knowledge" and the need for rapid awareness evolve in the future, and what implications could that have for businesses?
TRANSCRIPT (FOR THE ROBOTS)
Aimee: Let's start with the question for you listening. How much faster could you react, really react if you knew the instant the world change in a way that impacts you or your interests?
Craig: That's a powerful thought. Like a crucial market trend shifts, or maybe a competitor makes a mistake.
Aimee: Exactly. Or a new opportunity just pops up. That idea is really what we're diving into today. This concept of time to knowledge,
Craig: Right? It's all about being informed quickly enough to actually do something about it, to grab that advantage or maybe sidestep a potential crisis before it escalates.
Aimee: It's that critical edge, isn't it? And the world we live in now, everything moves so fast.
Craig: It really does. And the speed at which you find out about relevant changes, well that directly shapes how effectively you can make decisions and take action. Time is literally of the essence.
Aimee: Precisely. And to really get into this, we're looking at insights from time to knowledge, the Invisible Metric Driving Growth Leaders. It's by Lacey Miller, who's the head of growth marketing over at Perigon.
Craig: Ah, okay. Yeah. Her perspective on why this kind of rapid awareness is such a big deal now. It's really interesting.
Aimee: It is. Miller's work really highlights a fundamental change in how we even need to think about information.
Craig: It's not just about having tons of data anymore, is that we're drowning in data,
Aimee: Right? It's about the speed and the relevance, getting the right information right when you need it in a way that lets you make a decisive move.
Craig: Makes sense.
Aimee: So our mission today really is to unpack how this real time awareness is well, changing the game for successful companies and people, and crucially, how you can think about this, whether it's for your business, your career, or just keeping up in a field you care about.
Craig: Okay. Sounds good. Where do we start? Miller mentions this latency problem, right?
Aimee: Yeah. Let's start there. What's the core of that?
Craig: Well, the latency problem, as Miller puts it, it's not that we don't have enough data, like you said, we're swimming in it. The real issue, the bottleneck is the delay, the time lag between something important happening out there in the world, and you actually gaining useful, actionable awareness of it.
Aimee: So it's like getting yesterday's news today.
Craig: Pretty much. Think about traditional ways we get info, daily reports, dashboards that update maybe once a day, maybe more. But they're still snapshots,
Aimee: Right? They're looking backwards.
Craig: Exactly. It's a rear view mirror perspective. By the time you see that snapshot, the actual landscape might've totally changed,
Aimee: Which means you could easily miss out on opportunities or worse get blindsided by risks you didn't see coming
Craig: Precisely. And that leads into the solution. Miller talks about Perigon signals.
Aimee: Okay. So what is Perigon Signals designed to do about this latency?
Craig: Think of it as a continuous real-time awareness engine. It's constantly scanning this huge flow of global information, news, financial filing, social media, regulatory updates, you name it. And it's not just gathering it, it's intelligently filtering and analyzing it to surface specific relevant signals. Things that flag these key moments, these inflection points for your business.
Aimee: So instead of the fire hose of information, you get these targeted alerts about stuff that actually matters to you.
Craig: That's the goal. Pinpointed alerts.
Aimee: What kind of business inflection points does Miller highlight? What are we actually talking about?
Craig: She gives some really good examples. Imagine a product recall that hits a key supplier in your chain.
Aimee: Oh yeah, that'd be critical.
Craig: Or say a sudden C-suite change at your main competitor or new regulations dropping that could completely change your market.
Aimee: Okay, I see. Big stuff.
Craig: Or like a cyber attack in a related industry, maybe that signals a vulnerability. You need to worry about…
Aimee: Geopolitical…
Craig: Shifts affecting your markets. M&A activity, things that redraw the map.
Aimee: These are definitely events that demand attention right now, not tomorrow.
Craig: Exactly. They could have a huge immediate impact on where you're headed strategically and just your day-to-day operations.
Aimee: Okay. So if the old ways waiting for the mail, Perigon Signals is trying to be more like instant notifications for the things that really move the needle for your specific situation.
Craig: That's a good way to put it. And Miller makes a strong point that older tools just aren't built for this. She specifically mentions Google alerts, for example, saying it hasn't really fundamentally changed much over the years. It's just not enough for this kind of real time need.
Aimee: I can see that. I mean, I've used Google alerts. You set up keywords and then you just get, well, a lot of noise sometimes.
Craig: That's the core problem, right? Noise. They often cast too wide a net. They flag keyword, sure. But without really understanding the context around them or what the actual implications are for you.
Aimee: So you spend all your time sifting and you might still miss the really important stuff. The true signals.
Craig: Exactly. The missed signals are just as bad as the noise. Maybe worse.
Aimee: So how does a system like Perigon Signals try to cut through that? How does it find the important bits?
Craig: Miller really stresses the role of advanced AI here. It's not just looking for words. It's trying to understand the why behind an event.
Aimee: The why?
Craig: Yeah. Like analyzing the relationships between companies or people or events interpreting the nuances and language detecting meaningful changes that aren't just a simple keyword match.
Aimee: Can you give an example of that difference? Make it a bit more concrete.
Craig: Sure. Miller revisits that supply chain disruption idea. A basic alert might just ping you anytime supply chain disruption is mentioned anywhere…
Aimee: Right? Which could be anything. General news, speculation.
Craig: Exactly. But Perigon Signals aims to be smarter. It tries to differentiate between say, some analyst speculating about potential future disruption versus confirming there's a real critical bottleneck happening right now that directly impacts your specific suppliers or your key routes.
Aimee: Okay. That's a big difference.
Craig: Huge difference. Or take the executive departure example. It's not noting someone left some company. It's recognizing, hey, the chief product officer at this specific competitor you're tracking just left unexpectedly. Maybe it connects that dot with other things like a dip in their stock sentiment or chatter about product delays.
Aimee: So it's connecting the dots to provide a richer picture
Craig: Precisely. It understands the context, the interconnectedness, the potential ripple effect.
Aimee: That feels much more strategic. Actually, Miller uses that term strategic signal intelligence.
Craig: She does.
Aimee: What does that really mean in practice? How is it different from just say monitoring?
Craig: Well, strategic signal intelligence, the way Miller describes it, it's really about moving beyond just passively watching keywords. It's a more sophisticated, proactive kind of awareness. It's about actively identifying and then interpreting signals that have real strategic weight for your business. Understanding how different events might be linked, what the potential downstream consequences could be.
Aimee: It's not just knowing what happened,
Craig: Right? It's truly understanding why it matters to you right now and what you might need to think about doing next.
Aimee: Okay. So it's about enabling faster, smarter action, not just faster information.
Craig: Exactly.
Aimee: And to really show this Miller dives into a specific case study, a B2B SaaS marketing leader. Could you walk us through that one?
Craig: Yeah, absolutely. So this marketing leader, their team was really focused on staying ahead of one particular key competitor, very competitive space. So they set up Perigon Signals very specifically. They targeted the competitor's brand name and also their parent company. And they weren't looking for everything. They wanted specific types of signals
Aimee: Like what?
Craig: Things like executive departures, especially C-level, any hint of changes to the competitor's, product roadmap news about them losing major customers, any m and a chatter, funding news or importantly, any kind of PR crisis.
Aimee: Okay. Very focused. And they filtered geographically too.
Craig: Yep. Focused on North America and EMA, their main markets. And they wanted alerts fast. So they set up delivery to both Slack for immediate team visibility and also via an API into their HubSpot CRM.
Aimee: Got it. A setup design for speed and relevance. So what happened? What was the trigger?
Craig: The trigger was exactly what they were watching for an unexpected departure. The competitor's chief product officer, the CPO resigned.
Aimee: Ah, big one.
Craig: A very big one. And Perigon Signals picked it up and verified it within minutes. It pulled info from I think an SEC filing and then a press release that followed shortly after.
Aimee: Okay. So they knew almost instantly, but was it just the fact or was there more?
Craig: That's the key part. Miller highlights. It wasn't just the raw fact. The signal came with crucial context like mentions popping up in key industry trade publications, a noticeable dip in the competitor's stock sentiment being tracked, and even some early chatter on LinkedIn, people speculating about potential product delays. Now that the CPO was out, Miller calls this a fully contextualized insight.
Aimee: Wow, okay. So it's not just CPO resigned, it's CPO resigned and here's the immediate fallout in speculation happening right now.
Craig: Exactly. It gives you a much richer, more nuanced understanding of the potential impact straight away.
Aimee: So what did the marketing team do with this intel and how fast did they move? You said speed was key.
Craig: Miller really emphasizes the speed they acted within the hour.
Aimee: Within an hour. That's fast.
Craig: Incredibly fast. They launched a paid search blitz ads, specifically targeting the competitor's brand keywords in those key North America and EEA markets. The ad copy highlighted their own company's stability and recent product wins.
Aimee: Okay. Striking while the iron is hot. What else?
Craig: They also pushed out targeted email sequences specifically to prospects they knew were evaluating both them and the competitor. The emails stressed their own product momentum, their clear vision, subtle contrast,
Aimee: Smart hitting the sales funnel directly.
Craig: And they briefed their own sales team, immediately gave them talking points about the competitor's potential instability, reinforcing their own strong roadmap and reliability.
Aimee: So sales enablement on the fly?
Craig: Pretty much. And even the CMO got involved quickly posted something on LinkedIn, a sort of thought leadership piece about the importance of stable experience leadership in driving AI innovation. Didn't name the competitor, but the timing and topic subtly referenced the situation.
Aimee: That's a really comprehensive multi-channel response executed incredibly quickly.
Craig: It really is. And it sounds like they essentially turned that competitor's potential moment of weakness into a direct strategic opportunity for themselves.
Aimee: And that's the payoff Miller's talking about.
Craig: That's exactly her point. Because they had that immediate contextualized awareness, the signal plus the context tech. They grabbed a significant first mover advantage.
Aimee: They could understand plan and start acting before almost anyone else even fully processed the news.
Craig: Right? It gave them a real shot at capturing attention, maybe swaying deals and just generally strengthening their position while the competitor was potentially distracted or dealing with uncertainty. That's what Miller calls the Perigon advantage. Staying not just informed, but actually ahead.
Aimee: Okay. So this really frames Perigon signals as more than just a better alerting tool. Miller seems to be arguing, it's like a fundamentally new kind of intelligence layer for businesses.
Craig: Yeah, that's definitely the argument. More than just alerts. A new way to approach real-time intelligence.
Aimee: What are the key things she says make it different.
Craig: She points to a few core differentiators. First, the context rich signals. We talked about getting the what, who, where, and crucially the why it's relevant to you.
Aimee: Okay? Context is key.
Craig: Second, that entity level targeting, being able to focus only on the specific companies, people, industries, or topics that are strategically vital cuts down dramatically on noise,
Aimee: Right? Precision.
Craig: Third, be instant delivery signals hitting your key channels like Slack or an API within minutes, speed matters for action
Aimee: Makes sense.
Craig: And fourth, something she calls cross source correlation. The system's ability to connect seemingly separate bits of information from different places. News, social, financial data, whatever.
Aimee: So finding patterns others might miss
Craig: Exactly like maybe a subtle shift in a competitor's hiring patterns over here combined with some negative social media sentiment over there, and a quiet tweak to their website's product page, individually, small things, but together they might signal a big strategic pivot that a simple alert would never catch.
Aimee: So it's really about moving beyond just drowning in data…
Craig: Right? Moving away from information overload towards what Miller calls situational clarity.
Aimee: Situational clarity. I like that. Understanding what events actually mean for your business in real time.
Craig: Precisely not just the volume, but the meaning and the implication.
Aimee: Which brings us right back to that first question we asked, doesn't it? If you have that kind of real time relevant insight into the events shaping your market, how much could that change your strategy?
Craig: The potential impact feels huge when you frame it like that.
Aimee: And Miller's conclusion seems to be that, hey, with tools like Perigon Signals emerging, this isn't just hypothetical anymore.
Craig: Right? She argues the capability is becoming real and the benefits are clear, moving faster, making smarter decisions because they're based on the absolute latest intelligence…
Aimee: And acting with more confidence because you have that clearer picture, that precision calibrated awareness as she puts it.
Craig: A great phrase for it.
Aimee: So let's circle back one last time. How much faster could your organization move if you knew right away when the world changed in a way that directly impacts your business?
Craig: According to Lacey Miller's analysis, the answer seems to be significantly faster and that ability is starting to become accessible.
Aimee: So maybe something for you, the listener, to think about where are the invisible delays in your current information flow?
Craig: Yeah. What seemingly small time lags in getting key information might actually be costing you opportunities or maybe exposing you to risks you haven't even seen yet.
Aimee: And take it a step further. What specific areas in your work or even your personal interests could be transformed if you had faster awareness of critical changes? What companies, what topics, what trends would you want real time signals about?
Craig: It really feels like this ability to tap into real time knowledge is only going to become more critical for staying competitive, for staying informed, for staying ahead really. It's definitely an area that's evolving fast.
TRANSCRIPT (FOR THE ROBOTS)
Aimee: Let's start with the question for you listening. How much faster could you react, really react if you knew the instant the world change in a way that impacts you or your interests?
Craig: That's a powerful thought. Like a crucial market trend shifts, or maybe a competitor makes a mistake.
Aimee: Exactly. Or a new opportunity just pops up. That idea is really what we're diving into today. This concept of time to knowledge,
Craig: Right? It's all about being informed quickly enough to actually do something about it, to grab that advantage or maybe sidestep a potential crisis before it escalates.
Aimee: It's that critical edge, isn't it? And the world we live in now, everything moves so fast.
Craig: It really does. And the speed at which you find out about relevant changes, well that directly shapes how effectively you can make decisions and take action. Time is literally of the essence.
Aimee: Precisely. And to really get into this, we're looking at insights from time to knowledge, the Invisible Metric Driving Growth Leaders. It's by Lacey Miller, who's the head of growth marketing over at Perigon.
Craig: Ah, okay. Yeah. Her perspective on why this kind of rapid awareness is such a big deal now. It's really interesting.
Aimee: It is. Miller's work really highlights a fundamental change in how we even need to think about information.
Craig: It's not just about having tons of data anymore, is that we're drowning in data,
Aimee: Right? It's about the speed and the relevance, getting the right information right when you need it in a way that lets you make a decisive move.
Craig: Makes sense.
Aimee: So our mission today really is to unpack how this real time awareness is well, changing the game for successful companies and people, and crucially, how you can think about this, whether it's for your business, your career, or just keeping up in a field you care about.
Craig: Okay. Sounds good. Where do we start? Miller mentions this latency problem, right?
Aimee: Yeah. Let's start there. What's the core of that?
Craig: Well, the latency problem, as Miller puts it, it's not that we don't have enough data, like you said, we're swimming in it. The real issue, the bottleneck is the delay, the time lag between something important happening out there in the world, and you actually gaining useful, actionable awareness of it.
Aimee: So it's like getting yesterday's news today.
Craig: Pretty much. Think about traditional ways we get info, daily reports, dashboards that update maybe once a day, maybe more. But they're still snapshots,
Aimee: Right? They're looking backwards.
Craig: Exactly. It's a rear view mirror perspective. By the time you see that snapshot, the actual landscape might've totally changed,
Aimee: Which means you could easily miss out on opportunities or worse get blindsided by risks you didn't see coming
Craig: Precisely. And that leads into the solution. Miller talks about Perigon signals.
Aimee: Okay. So what is Perigon Signals designed to do about this latency?
Craig: Think of it as a continuous real-time awareness engine. It's constantly scanning this huge flow of global information, news, financial filing, social media, regulatory updates, you name it. And it's not just gathering it, it's intelligently filtering and analyzing it to surface specific relevant signals. Things that flag these key moments, these inflection points for your business.
Aimee: So instead of the fire hose of information, you get these targeted alerts about stuff that actually matters to you.
Craig: That's the goal. Pinpointed alerts.
Aimee: What kind of business inflection points does Miller highlight? What are we actually talking about?
Craig: She gives some really good examples. Imagine a product recall that hits a key supplier in your chain.
Aimee: Oh yeah, that'd be critical.
Craig: Or say a sudden C-suite change at your main competitor or new regulations dropping that could completely change your market.
Aimee: Okay, I see. Big stuff.
Craig: Or like a cyber attack in a related industry, maybe that signals a vulnerability. You need to worry about…
Aimee: Geopolitical…
Craig: Shifts affecting your markets. M&A activity, things that redraw the map.
Aimee: These are definitely events that demand attention right now, not tomorrow.
Craig: Exactly. They could have a huge immediate impact on where you're headed strategically and just your day-to-day operations.
Aimee: Okay. So if the old ways waiting for the mail, Perigon Signals is trying to be more like instant notifications for the things that really move the needle for your specific situation.
Craig: That's a good way to put it. And Miller makes a strong point that older tools just aren't built for this. She specifically mentions Google alerts, for example, saying it hasn't really fundamentally changed much over the years. It's just not enough for this kind of real time need.
Aimee: I can see that. I mean, I've used Google alerts. You set up keywords and then you just get, well, a lot of noise sometimes.
Craig: That's the core problem, right? Noise. They often cast too wide a net. They flag keyword, sure. But without really understanding the context around them or what the actual implications are for you.
Aimee: So you spend all your time sifting and you might still miss the really important stuff. The true signals.
Craig: Exactly. The missed signals are just as bad as the noise. Maybe worse.
Aimee: So how does a system like Perigon Signals try to cut through that? How does it find the important bits?
Craig: Miller really stresses the role of advanced AI here. It's not just looking for words. It's trying to understand the why behind an event.
Aimee: The why?
Craig: Yeah. Like analyzing the relationships between companies or people or events interpreting the nuances and language detecting meaningful changes that aren't just a simple keyword match.
Aimee: Can you give an example of that difference? Make it a bit more concrete.
Craig: Sure. Miller revisits that supply chain disruption idea. A basic alert might just ping you anytime supply chain disruption is mentioned anywhere…
Aimee: Right? Which could be anything. General news, speculation.
Craig: Exactly. But Perigon Signals aims to be smarter. It tries to differentiate between say, some analyst speculating about potential future disruption versus confirming there's a real critical bottleneck happening right now that directly impacts your specific suppliers or your key routes.
Aimee: Okay. That's a big difference.
Craig: Huge difference. Or take the executive departure example. It's not noting someone left some company. It's recognizing, hey, the chief product officer at this specific competitor you're tracking just left unexpectedly. Maybe it connects that dot with other things like a dip in their stock sentiment or chatter about product delays.
Aimee: So it's connecting the dots to provide a richer picture
Craig: Precisely. It understands the context, the interconnectedness, the potential ripple effect.
Aimee: That feels much more strategic. Actually, Miller uses that term strategic signal intelligence.
Craig: She does.
Aimee: What does that really mean in practice? How is it different from just say monitoring?
Craig: Well, strategic signal intelligence, the way Miller describes it, it's really about moving beyond just passively watching keywords. It's a more sophisticated, proactive kind of awareness. It's about actively identifying and then interpreting signals that have real strategic weight for your business. Understanding how different events might be linked, what the potential downstream consequences could be.
Aimee: It's not just knowing what happened,
Craig: Right? It's truly understanding why it matters to you right now and what you might need to think about doing next.
Aimee: Okay. So it's about enabling faster, smarter action, not just faster information.
Craig: Exactly.
Aimee: And to really show this Miller dives into a specific case study, a B2B SaaS marketing leader. Could you walk us through that one?
Craig: Yeah, absolutely. So this marketing leader, their team was really focused on staying ahead of one particular key competitor, very competitive space. So they set up Perigon Signals very specifically. They targeted the competitor's brand name and also their parent company. And they weren't looking for everything. They wanted specific types of signals
Aimee: Like what?
Craig: Things like executive departures, especially C-level, any hint of changes to the competitor's, product roadmap news about them losing major customers, any m and a chatter, funding news or importantly, any kind of PR crisis.
Aimee: Okay. Very focused. And they filtered geographically too.
Craig: Yep. Focused on North America and EMA, their main markets. And they wanted alerts fast. So they set up delivery to both Slack for immediate team visibility and also via an API into their HubSpot CRM.
Aimee: Got it. A setup design for speed and relevance. So what happened? What was the trigger?
Craig: The trigger was exactly what they were watching for an unexpected departure. The competitor's chief product officer, the CPO resigned.
Aimee: Ah, big one.
Craig: A very big one. And Perigon Signals picked it up and verified it within minutes. It pulled info from I think an SEC filing and then a press release that followed shortly after.
Aimee: Okay. So they knew almost instantly, but was it just the fact or was there more?
Craig: That's the key part. Miller highlights. It wasn't just the raw fact. The signal came with crucial context like mentions popping up in key industry trade publications, a noticeable dip in the competitor's stock sentiment being tracked, and even some early chatter on LinkedIn, people speculating about potential product delays. Now that the CPO was out, Miller calls this a fully contextualized insight.
Aimee: Wow, okay. So it's not just CPO resigned, it's CPO resigned and here's the immediate fallout in speculation happening right now.
Craig: Exactly. It gives you a much richer, more nuanced understanding of the potential impact straight away.
Aimee: So what did the marketing team do with this intel and how fast did they move? You said speed was key.
Craig: Miller really emphasizes the speed they acted within the hour.
Aimee: Within an hour. That's fast.
Craig: Incredibly fast. They launched a paid search blitz ads, specifically targeting the competitor's brand keywords in those key North America and EEA markets. The ad copy highlighted their own company's stability and recent product wins.
Aimee: Okay. Striking while the iron is hot. What else?
Craig: They also pushed out targeted email sequences specifically to prospects they knew were evaluating both them and the competitor. The emails stressed their own product momentum, their clear vision, subtle contrast,
Aimee: Smart hitting the sales funnel directly.
Craig: And they briefed their own sales team, immediately gave them talking points about the competitor's potential instability, reinforcing their own strong roadmap and reliability.
Aimee: So sales enablement on the fly?
Craig: Pretty much. And even the CMO got involved quickly posted something on LinkedIn, a sort of thought leadership piece about the importance of stable experience leadership in driving AI innovation. Didn't name the competitor, but the timing and topic subtly referenced the situation.
Aimee: That's a really comprehensive multi-channel response executed incredibly quickly.
Craig: It really is. And it sounds like they essentially turned that competitor's potential moment of weakness into a direct strategic opportunity for themselves.
Aimee: And that's the payoff Miller's talking about.
Craig: That's exactly her point. Because they had that immediate contextualized awareness, the signal plus the context tech. They grabbed a significant first mover advantage.
Aimee: They could understand plan and start acting before almost anyone else even fully processed the news.
Craig: Right? It gave them a real shot at capturing attention, maybe swaying deals and just generally strengthening their position while the competitor was potentially distracted or dealing with uncertainty. That's what Miller calls the Perigon advantage. Staying not just informed, but actually ahead.
Aimee: Okay. So this really frames Perigon signals as more than just a better alerting tool. Miller seems to be arguing, it's like a fundamentally new kind of intelligence layer for businesses.
Craig: Yeah, that's definitely the argument. More than just alerts. A new way to approach real-time intelligence.
Aimee: What are the key things she says make it different.
Craig: She points to a few core differentiators. First, the context rich signals. We talked about getting the what, who, where, and crucially the why it's relevant to you.
Aimee: Okay? Context is key.
Craig: Second, that entity level targeting, being able to focus only on the specific companies, people, industries, or topics that are strategically vital cuts down dramatically on noise,
Aimee: Right? Precision.
Craig: Third, be instant delivery signals hitting your key channels like Slack or an API within minutes, speed matters for action
Aimee: Makes sense.
Craig: And fourth, something she calls cross source correlation. The system's ability to connect seemingly separate bits of information from different places. News, social, financial data, whatever.
Aimee: So finding patterns others might miss
Craig: Exactly like maybe a subtle shift in a competitor's hiring patterns over here combined with some negative social media sentiment over there, and a quiet tweak to their website's product page, individually, small things, but together they might signal a big strategic pivot that a simple alert would never catch.
Aimee: So it's really about moving beyond just drowning in data…
Craig: Right? Moving away from information overload towards what Miller calls situational clarity.
Aimee: Situational clarity. I like that. Understanding what events actually mean for your business in real time.
Craig: Precisely not just the volume, but the meaning and the implication.
Aimee: Which brings us right back to that first question we asked, doesn't it? If you have that kind of real time relevant insight into the events shaping your market, how much could that change your strategy?
Craig: The potential impact feels huge when you frame it like that.
Aimee: And Miller's conclusion seems to be that, hey, with tools like Perigon Signals emerging, this isn't just hypothetical anymore.
Craig: Right? She argues the capability is becoming real and the benefits are clear, moving faster, making smarter decisions because they're based on the absolute latest intelligence…
Aimee: And acting with more confidence because you have that clearer picture, that precision calibrated awareness as she puts it.
Craig: A great phrase for it.
Aimee: So let's circle back one last time. How much faster could your organization move if you knew right away when the world changed in a way that directly impacts your business?
Craig: According to Lacey Miller's analysis, the answer seems to be significantly faster and that ability is starting to become accessible.
Aimee: So maybe something for you, the listener, to think about where are the invisible delays in your current information flow?
Craig: Yeah. What seemingly small time lags in getting key information might actually be costing you opportunities or maybe exposing you to risks you haven't even seen yet.
Aimee: And take it a step further. What specific areas in your work or even your personal interests could be transformed if you had faster awareness of critical changes? What companies, what topics, what trends would you want real time signals about?
Craig: It really feels like this ability to tap into real time knowledge is only going to become more critical for staying competitive, for staying informed, for staying ahead really. It's definitely an area that's evolving fast.
TRANSCRIPT (FOR THE ROBOTS)
Aimee: Let's start with the question for you listening. How much faster could you react, really react if you knew the instant the world change in a way that impacts you or your interests?
Craig: That's a powerful thought. Like a crucial market trend shifts, or maybe a competitor makes a mistake.
Aimee: Exactly. Or a new opportunity just pops up. That idea is really what we're diving into today. This concept of time to knowledge,
Craig: Right? It's all about being informed quickly enough to actually do something about it, to grab that advantage or maybe sidestep a potential crisis before it escalates.
Aimee: It's that critical edge, isn't it? And the world we live in now, everything moves so fast.
Craig: It really does. And the speed at which you find out about relevant changes, well that directly shapes how effectively you can make decisions and take action. Time is literally of the essence.
Aimee: Precisely. And to really get into this, we're looking at insights from time to knowledge, the Invisible Metric Driving Growth Leaders. It's by Lacey Miller, who's the head of growth marketing over at Perigon.
Craig: Ah, okay. Yeah. Her perspective on why this kind of rapid awareness is such a big deal now. It's really interesting.
Aimee: It is. Miller's work really highlights a fundamental change in how we even need to think about information.
Craig: It's not just about having tons of data anymore, is that we're drowning in data,
Aimee: Right? It's about the speed and the relevance, getting the right information right when you need it in a way that lets you make a decisive move.
Craig: Makes sense.
Aimee: So our mission today really is to unpack how this real time awareness is well, changing the game for successful companies and people, and crucially, how you can think about this, whether it's for your business, your career, or just keeping up in a field you care about.
Craig: Okay. Sounds good. Where do we start? Miller mentions this latency problem, right?
Aimee: Yeah. Let's start there. What's the core of that?
Craig: Well, the latency problem, as Miller puts it, it's not that we don't have enough data, like you said, we're swimming in it. The real issue, the bottleneck is the delay, the time lag between something important happening out there in the world, and you actually gaining useful, actionable awareness of it.
Aimee: So it's like getting yesterday's news today.
Craig: Pretty much. Think about traditional ways we get info, daily reports, dashboards that update maybe once a day, maybe more. But they're still snapshots,
Aimee: Right? They're looking backwards.
Craig: Exactly. It's a rear view mirror perspective. By the time you see that snapshot, the actual landscape might've totally changed,
Aimee: Which means you could easily miss out on opportunities or worse get blindsided by risks you didn't see coming
Craig: Precisely. And that leads into the solution. Miller talks about Perigon signals.
Aimee: Okay. So what is Perigon Signals designed to do about this latency?
Craig: Think of it as a continuous real-time awareness engine. It's constantly scanning this huge flow of global information, news, financial filing, social media, regulatory updates, you name it. And it's not just gathering it, it's intelligently filtering and analyzing it to surface specific relevant signals. Things that flag these key moments, these inflection points for your business.
Aimee: So instead of the fire hose of information, you get these targeted alerts about stuff that actually matters to you.
Craig: That's the goal. Pinpointed alerts.
Aimee: What kind of business inflection points does Miller highlight? What are we actually talking about?
Craig: She gives some really good examples. Imagine a product recall that hits a key supplier in your chain.
Aimee: Oh yeah, that'd be critical.
Craig: Or say a sudden C-suite change at your main competitor or new regulations dropping that could completely change your market.
Aimee: Okay, I see. Big stuff.
Craig: Or like a cyber attack in a related industry, maybe that signals a vulnerability. You need to worry about…
Aimee: Geopolitical…
Craig: Shifts affecting your markets. M&A activity, things that redraw the map.
Aimee: These are definitely events that demand attention right now, not tomorrow.
Craig: Exactly. They could have a huge immediate impact on where you're headed strategically and just your day-to-day operations.
Aimee: Okay. So if the old ways waiting for the mail, Perigon Signals is trying to be more like instant notifications for the things that really move the needle for your specific situation.
Craig: That's a good way to put it. And Miller makes a strong point that older tools just aren't built for this. She specifically mentions Google alerts, for example, saying it hasn't really fundamentally changed much over the years. It's just not enough for this kind of real time need.
Aimee: I can see that. I mean, I've used Google alerts. You set up keywords and then you just get, well, a lot of noise sometimes.
Craig: That's the core problem, right? Noise. They often cast too wide a net. They flag keyword, sure. But without really understanding the context around them or what the actual implications are for you.
Aimee: So you spend all your time sifting and you might still miss the really important stuff. The true signals.
Craig: Exactly. The missed signals are just as bad as the noise. Maybe worse.
Aimee: So how does a system like Perigon Signals try to cut through that? How does it find the important bits?
Craig: Miller really stresses the role of advanced AI here. It's not just looking for words. It's trying to understand the why behind an event.
Aimee: The why?
Craig: Yeah. Like analyzing the relationships between companies or people or events interpreting the nuances and language detecting meaningful changes that aren't just a simple keyword match.
Aimee: Can you give an example of that difference? Make it a bit more concrete.
Craig: Sure. Miller revisits that supply chain disruption idea. A basic alert might just ping you anytime supply chain disruption is mentioned anywhere…
Aimee: Right? Which could be anything. General news, speculation.
Craig: Exactly. But Perigon Signals aims to be smarter. It tries to differentiate between say, some analyst speculating about potential future disruption versus confirming there's a real critical bottleneck happening right now that directly impacts your specific suppliers or your key routes.
Aimee: Okay. That's a big difference.
Craig: Huge difference. Or take the executive departure example. It's not noting someone left some company. It's recognizing, hey, the chief product officer at this specific competitor you're tracking just left unexpectedly. Maybe it connects that dot with other things like a dip in their stock sentiment or chatter about product delays.
Aimee: So it's connecting the dots to provide a richer picture
Craig: Precisely. It understands the context, the interconnectedness, the potential ripple effect.
Aimee: That feels much more strategic. Actually, Miller uses that term strategic signal intelligence.
Craig: She does.
Aimee: What does that really mean in practice? How is it different from just say monitoring?
Craig: Well, strategic signal intelligence, the way Miller describes it, it's really about moving beyond just passively watching keywords. It's a more sophisticated, proactive kind of awareness. It's about actively identifying and then interpreting signals that have real strategic weight for your business. Understanding how different events might be linked, what the potential downstream consequences could be.
Aimee: It's not just knowing what happened,
Craig: Right? It's truly understanding why it matters to you right now and what you might need to think about doing next.
Aimee: Okay. So it's about enabling faster, smarter action, not just faster information.
Craig: Exactly.
Aimee: And to really show this Miller dives into a specific case study, a B2B SaaS marketing leader. Could you walk us through that one?
Craig: Yeah, absolutely. So this marketing leader, their team was really focused on staying ahead of one particular key competitor, very competitive space. So they set up Perigon Signals very specifically. They targeted the competitor's brand name and also their parent company. And they weren't looking for everything. They wanted specific types of signals
Aimee: Like what?
Craig: Things like executive departures, especially C-level, any hint of changes to the competitor's, product roadmap news about them losing major customers, any m and a chatter, funding news or importantly, any kind of PR crisis.
Aimee: Okay. Very focused. And they filtered geographically too.
Craig: Yep. Focused on North America and EMA, their main markets. And they wanted alerts fast. So they set up delivery to both Slack for immediate team visibility and also via an API into their HubSpot CRM.
Aimee: Got it. A setup design for speed and relevance. So what happened? What was the trigger?
Craig: The trigger was exactly what they were watching for an unexpected departure. The competitor's chief product officer, the CPO resigned.
Aimee: Ah, big one.
Craig: A very big one. And Perigon Signals picked it up and verified it within minutes. It pulled info from I think an SEC filing and then a press release that followed shortly after.
Aimee: Okay. So they knew almost instantly, but was it just the fact or was there more?
Craig: That's the key part. Miller highlights. It wasn't just the raw fact. The signal came with crucial context like mentions popping up in key industry trade publications, a noticeable dip in the competitor's stock sentiment being tracked, and even some early chatter on LinkedIn, people speculating about potential product delays. Now that the CPO was out, Miller calls this a fully contextualized insight.
Aimee: Wow, okay. So it's not just CPO resigned, it's CPO resigned and here's the immediate fallout in speculation happening right now.
Craig: Exactly. It gives you a much richer, more nuanced understanding of the potential impact straight away.
Aimee: So what did the marketing team do with this intel and how fast did they move? You said speed was key.
Craig: Miller really emphasizes the speed they acted within the hour.
Aimee: Within an hour. That's fast.
Craig: Incredibly fast. They launched a paid search blitz ads, specifically targeting the competitor's brand keywords in those key North America and EEA markets. The ad copy highlighted their own company's stability and recent product wins.
Aimee: Okay. Striking while the iron is hot. What else?
Craig: They also pushed out targeted email sequences specifically to prospects they knew were evaluating both them and the competitor. The emails stressed their own product momentum, their clear vision, subtle contrast,
Aimee: Smart hitting the sales funnel directly.
Craig: And they briefed their own sales team, immediately gave them talking points about the competitor's potential instability, reinforcing their own strong roadmap and reliability.
Aimee: So sales enablement on the fly?
Craig: Pretty much. And even the CMO got involved quickly posted something on LinkedIn, a sort of thought leadership piece about the importance of stable experience leadership in driving AI innovation. Didn't name the competitor, but the timing and topic subtly referenced the situation.
Aimee: That's a really comprehensive multi-channel response executed incredibly quickly.
Craig: It really is. And it sounds like they essentially turned that competitor's potential moment of weakness into a direct strategic opportunity for themselves.
Aimee: And that's the payoff Miller's talking about.
Craig: That's exactly her point. Because they had that immediate contextualized awareness, the signal plus the context tech. They grabbed a significant first mover advantage.
Aimee: They could understand plan and start acting before almost anyone else even fully processed the news.
Craig: Right? It gave them a real shot at capturing attention, maybe swaying deals and just generally strengthening their position while the competitor was potentially distracted or dealing with uncertainty. That's what Miller calls the Perigon advantage. Staying not just informed, but actually ahead.
Aimee: Okay. So this really frames Perigon signals as more than just a better alerting tool. Miller seems to be arguing, it's like a fundamentally new kind of intelligence layer for businesses.
Craig: Yeah, that's definitely the argument. More than just alerts. A new way to approach real-time intelligence.
Aimee: What are the key things she says make it different.
Craig: She points to a few core differentiators. First, the context rich signals. We talked about getting the what, who, where, and crucially the why it's relevant to you.
Aimee: Okay? Context is key.
Craig: Second, that entity level targeting, being able to focus only on the specific companies, people, industries, or topics that are strategically vital cuts down dramatically on noise,
Aimee: Right? Precision.
Craig: Third, be instant delivery signals hitting your key channels like Slack or an API within minutes, speed matters for action
Aimee: Makes sense.
Craig: And fourth, something she calls cross source correlation. The system's ability to connect seemingly separate bits of information from different places. News, social, financial data, whatever.
Aimee: So finding patterns others might miss
Craig: Exactly like maybe a subtle shift in a competitor's hiring patterns over here combined with some negative social media sentiment over there, and a quiet tweak to their website's product page, individually, small things, but together they might signal a big strategic pivot that a simple alert would never catch.
Aimee: So it's really about moving beyond just drowning in data…
Craig: Right? Moving away from information overload towards what Miller calls situational clarity.
Aimee: Situational clarity. I like that. Understanding what events actually mean for your business in real time.
Craig: Precisely not just the volume, but the meaning and the implication.
Aimee: Which brings us right back to that first question we asked, doesn't it? If you have that kind of real time relevant insight into the events shaping your market, how much could that change your strategy?
Craig: The potential impact feels huge when you frame it like that.
Aimee: And Miller's conclusion seems to be that, hey, with tools like Perigon Signals emerging, this isn't just hypothetical anymore.
Craig: Right? She argues the capability is becoming real and the benefits are clear, moving faster, making smarter decisions because they're based on the absolute latest intelligence…
Aimee: And acting with more confidence because you have that clearer picture, that precision calibrated awareness as she puts it.
Craig: A great phrase for it.
Aimee: So let's circle back one last time. How much faster could your organization move if you knew right away when the world changed in a way that directly impacts your business?
Craig: According to Lacey Miller's analysis, the answer seems to be significantly faster and that ability is starting to become accessible.
Aimee: So maybe something for you, the listener, to think about where are the invisible delays in your current information flow?
Craig: Yeah. What seemingly small time lags in getting key information might actually be costing you opportunities or maybe exposing you to risks you haven't even seen yet.
Aimee: And take it a step further. What specific areas in your work or even your personal interests could be transformed if you had faster awareness of critical changes? What companies, what topics, what trends would you want real time signals about?
Craig: It really feels like this ability to tap into real time knowledge is only going to become more critical for staying competitive, for staying informed, for staying ahead really. It's definitely an area that's evolving fast.
In today’s hyper-connected economy, speed isn’t just an operational advantage—it’s a core determinant of business performance. Markets react in milliseconds. Crises escalate in minutes. Opportunities vanish in hours. The organizations that win aren’t necessarily the biggest or best resourced—they’re the ones that learn fastest.
Welcome to the era of “time-to-knowledge.” It’s the invisible metric reshaping competitive advantage across industries. The question is no longer whether your company is informed—but whether it’s informed fast enough to act before the moment has passed.
So, consider this: How much faster could your team move if you knew—without delay—when the world shifted in a way that impacts your business?
This is no longer a thought experiment. It’s a new operational reality, already in play among forward-leaning organizations. And it’s made possible by a new standard of real-time intelligence: Perigon Signals.
The latency problem: where value fades and risk multiplies
We don’t suffer from a lack of data—we suffer from a lack of timely awareness. By the time a traditional alert hits your inbox or a dashboard gets refreshed, the relevant event has often evolved beyond recognition. Most systems are reactive. They deliver snapshots of what was, not awareness of what is.
This gap between real-world events and actionable business awareness is where risks multiply and opportunities go to the fastest movers.
Perigon Signals° exists to close that gap. It operates as a real-time awareness engine, continuously ingesting global events and distilling them into signals that are contextually relevant, machine-detected, and primed for action.
Imagine receiving immediate, contextualized intelligence about:
A product recall threatening your supply chain integrity
A leadership shakeup at a key competitor
Regulatory changes impacting your compliance framework
Cyberattacks targeting peer organizations in your industry
Geopolitical unrest affecting logistics or market access
Sudden M&A activity altering your strategic landscape
These aren’t just headlines. They’re business inflection points. And when they reach you fast—and with the right context—you’re empowered to lead, not just respond.
From noise to Signals°: Why traditional alerts don’t cut it
Legacy alerting tools fail in one of two ways: they either overwhelm you with noise, or they miss the signals that matter. Think Google Alerts. Once a groundbreaking tool, it hasn’t evolved in over a decade. It simply flags keyword mentions—without context, relevance, or any real understanding of business significance.
The result? You’re either buried in irrelevant updates or blind to what actually demands your attention.
Perigon Signals° was built to replace that broken model.
Its awareness engine is powered by advanced AI that understands not just what was said, but why it matters. It doesn’t just scan for keywords. It interprets relationships, detects semantic nuance, and flags meaningful change.
Instead of alerting you every time “supply chain disruption” is mentioned, it will differentiate between a speculative article and a confirmed shipping bottleneck affecting your core region. It won’t just flag an executive name, it will tell you when that executive departs a company you actively monitor, and what that shift might signal downstream.
This is not alerting. This is strategic signal intelligence.
Precision is the new speed: a real-world advantage
Use case: turning competitive news into first-mover advantage
The scenario:
A senior marketing leader at a fast-growing B2B SaaS company is closely tracking a key competitor—an established player with overlapping product capabilities and a significantly larger market share. The marketer’s goal: identify moments of opportunity to capitalize on competitor weaknesses or changes before the rest of the market reacts.
The Signal° setup:
Using Perigon Signals°, the marketer chooses a continuous feed with the following parameters:
Entity targeting: The competitor’s brand and parent company
Signal types: Executive departures, product roadmap changes, major customer losses, M&A activity, funding rounds, public relations crises
Geographic filter: North America and EMEA (core markets)
Delivery: Instant alerts via Slack and API push into HubSpot for internal campaign triggers
The triggering event:
Within minutes of an SEC filing and a quiet press release being published, Perigon Signals° detects and verifies a C-level executive departure: the competitor’s long-time Chief Product Officer is leaving unexpectedly. The Signal includes relevant context from trade publications, a drop in stock sentiment, and LinkedIn chatter suggesting internal product delays.
This isn’t a generic alert—it’s a fully contextualized insight with business implications highlighted: possible product roadmap disruption and leadership instability at a critical time in the competitor’s go-to-market calendar.
The strategic response:
Within the hour, the marketing team springs into action:
Paid search blitz: They launch a geo-targeted ad campaign in high-conversion markets, bidding on the competitor’s branded terms and highlighting their own product’s stability, recent updates, and customer satisfaction ratings.
Customer marketing touchpoints: An email sequence goes out to prospects who previously evaluated both platforms, reinforcing the company’s product momentum and “clarity of vision.”
Sales enablement update: Sales receives a micro-briefing with pre-approved talking points about the news, reinforcing how their roadmap is stronger and more reliable.
LinkedIn thought leadership: The CMO publishes a timely post about “the importance of leadership in AI innovation,” subtly referencing recent industry shifts without naming the competitor directly.
Why It Worked
In a world where the first mover shapes the narrative, real-time awareness becomes your most valuable marketing asset. This marketer didn’t just receive news faster—they understood it faster, acted faster, and captured value while others were still processing what had happened.
That’s the Perigon advantage. It’s not just about staying informed—it’s about staying ahead.
Why Perigon Signals Isn’t Just Another Tool—It’s a New Intelligence Layer
Let’s be clear: this isn’t just another alerting platform. Perigon Signals° represents a fundamentally new approach to real-time intelligence.
Here’s how it stands apart:
Context-rich signals: Each alert is enriched with the full picture—what happened, who’s involved, where it matters, and most importantly, why it’s relevant to your business.
Entity-level targeting: Track only what’s strategically important—specific companies, sectors, locations, or topics—without the noise.
Instant delivery: Signals arrive within minutes of reporting, through API, stream, or directly into your custom workspace.
Cross-source correlation: It connects dots across disparate sources, surfacing hidden patterns and emerging risks no siloed system could reveal.
This isn’t about volume. It’s about situational clarity—knowing not just that something happened, but what it means for your business, in the moment it matters most.
Your Real-Time Edge Is Within Reach
If your team had real-time knowledge of the events shaping your market—before the rest of the industry even saw them coming—how would that change your strategy?
With Perigon Signals°, you no longer need to guess.
You’ll move faster. Decide smarter. And act with the confidence that comes from precision-calibrated awareness.
So we’ll ask again: How much faster could your organization move if you knew the moment the world changed in a way that impacts your business?
The answer starts now.
