How do you build products that work not just in theory, but in the real world? In this episode, Nicola sits down with Merel van der Lei, CEO at Wyzetalk, to unpack the complex relationship between buyers, admins, and end users in B2B SaaS.

They discuss how different personas influence product decisions, why frontline users are often overlooked, and what happens when the people buying a product aren’t the ones using it every day. The conversation explores how these dynamics affect adoption, safety, engagement, and long-term success — and why product teams need to think beyond features and roadmaps.

Drawing clear parallels with localization and global expansion, this episode highlights why understanding user context, workflows, and real-world constraints is essential for building products that scale across teams, markets, and cultures.

🎯 A must-listen for founders, product leaders, and localization professionals looking to build solutions people actually want to use.