By clicking "Accept All", you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.
What “Upstream” Means in Industrial Buying
The Upstream Series is a two-part collection of papers from illi founder Nicole Bojic on one pattern: in industrial buying, the decision gets shaped before the people selling ever have a seat. You hear it from suppliers across industrial, manufacturing, construction, and B2B technology in almost the same words.
We lost a deal we never knew was happening”
The spec already named someone else”
We don't come up when a buyer asks AI who to call”
It shows up on two fronts. One is human: the spec gets written upstream of the contractor, by owners and developers in rooms you weren't in. The other is machine: the buyer's first question now goes to an AI assistant, and the answer gets formed from sources you may not own. Same problem, two doors. The papers take one each.
Two Doors into the Same Decision
Read in order, or start with the front that's costing you deals today.
illi | B2B Brand Engagement Industry Perspective | 2026 |
The Spec Was Already Written
Why industrial companies keep arriving after the critical decisions have been made…
illi | B2B Brand Engagement Industry Perspective | 2026 |
The Answer Was Already Written
Why industrial companies keep getting passed over by AI and what it takes to build the kind of…
