Strategic Customer Success is not about static plans or one time discoveries. It is about continuously understanding the people you work with, the business they operate in, and the strategy they are driving toward. When those insights evolve, your plan should evolve with them.

In this video, Hugues Pastoor from Canva shares how he transforms ongoing customer insight into a living, value driven roadmap that guides partnership and decision making. His approach blends human understanding, business discovery, strategic validation, and data, all supported by AI while still led by human judgment.

Hugues explains how to:

  • Start with the person behind the stakeholder and listen for the signals that reveal success, pressure, and motivation

  • Map how the business really works, including workflows, dependencies, and bottlenecks

  • Uncover strategy over time through repetition, pattern recognition, and clarification

  • Ground every insight in data to shift conversations from tools to outcomes

  • Bring everything together into a living roadmap that evolves with each conversation

  • Use AI to accelerate preparation and analysis while keeping the strategic direction human led

Hugues’s message is clear:
AI can support the work, but humans orchestrate the strategy.