.11 Seconds to Win

A decade ago, we had a front-row seat to the mobile revolution working at Google headquarters in California. Back then, buying something on a phone still felt risky. The brands that leaned in early won.

Today, the next shift is underway. How people discover businesses, ask questions, and decide what to buy is moving from static pages into conversations with AI assistants. That's why we started Point11.

We named Point11 for a simple human truth: good conversation depends on responsiveness. Research from the Max Planck Institute found that, across languages and cultures, people consistently minimize the gaps between conversational turns and notice differences in as little as .11 seconds. As buying becomes a conversation, brands need to meet that expectation.

Every conversation is a signal: what your customers want, what they ask, and why they choose you or move on. The brands that win won't just show up in the answers. They'll understand the customers behind them.