A Customer Advisory Board gives you a direct line to the strategic thinking of your most important customers. Done right, it's where you pressure-test your roadmap, navigate market shifts, and catch problems before they become crises. Done wrong, it's an expensive waste of everyone's time that quietly dies after the second meeting.

This playbook walks you through the foundational building blocks of a high-performing CAB.

We’ve all been there — weighing whether to do something ourselves or hire an expert.
Home projects. Taxes. Web design. You name it.

When I talk with companies thinking about launching or refreshing a Customer Advisory Board (CAB), I often hear a familiar hesitation.

Here are five key differences between running a CAB internally and bringing in a consultant to help.

Assembling the right mix of customers for your Customer Advisory Board (CAB) is one of the most critical steps in building a program that actually moves the needle. The right members don’t just show up—they shape the future of your business. This stage is worth thoughtful discussion and internal alignment before you put the wheels in motion.

Here are the traits that signal strong CAB member potential: