Teams don't know their customer, and that gap, not a lack of features, is what quietly stalls SaaS growth. In this episode of SaaS That App, hosts Aaron Marchbanks and Justin Edwards sit down with Gia Laudi, a customer-led growth expert who's advised Postman, Bitly, Sprout Social, EverCommerce, and dbt Labs, to unpack why product-led companies keep investing in features, funnels, and AI while growth flatlines anyway. Gia breaks down why traditional ICPs miss the mark, why psychographics beat demographics for predicting who actually buys and stays, and why a handful of well-run customer interviews still outperforms most research stacks. She also shares concrete ways founders can start doing real customer research without a dedicated team or enterprise budget, plus where AI genuinely helps in this process, where it doesn't, and why leaning on synthetic customer data can leave you building for customers who don't exist. This podcast is brought to you by Delta Systems, your one-stop shop for front-end, back-end, and full-stack software development. At Delta, Justin and Aaron share the same philosophy when it comes to clients: they treat people like colleagues, not just customers. Maybe that’s why Delta typically spends years working with the same companies: how many software engineering firms can you say that about? So, if you’ve got a big SaaS project in mind but have no idea where to start, come and get a free scope and estimate from Delta Systems at: https://deltasystems.com/ Got a burning idea for an episode, or a SaaS question you absolutely must know the answer to? Leave us a voice memo: https://www.speakpipe.com/SaasThatApp