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About Global Gum: Humans and Software Stick Together

Software that doesn’t stick becomes tomorrow’s technical debt. As a technology leader, your success depends on making the right choices before committing significant resources, time, and organizational capital. Every software investment carries the promise of transformation – and the risk of rejection.

The Real Story of Tech Adoption

Million-dollar software implementations fail every day, not because of technical issues but because we’ve misunderstood how humans actually work with technology. The cost isn’t just financial – it’s the erosion of trust between leaders and teams, the mounting frustration of unused licenses, and the growing gap between digital promises and workplace reality. Even the sleekest software tends to slide right off an unwilling organization.

We took a different approach: studying technology in its natural habitat and observing how teams actually work rather than how vendors think they should work. By combining systematic observation with AI-powered analysis, we reveal the patterns that determine whether new tools become invaluable assets or expensive shelf-ware (where they gather digital dust rather than data).

How We Help You Succeed

Our process transforms insight into impact (and makes sure your investments stick):

  1. Recognize Success Patterns:
    Access insights from hundreds of real-world technology implementations
  2. Understand Reality:
    Learn what actually determines success or failure in digital transformation
  3. Make Confident Decisions:
    Use evidence-based insights to choose and implement tools that truly serve your team
  4. Drive Lasting Change:
    Transform how your organization adopts and adapts to new technology

Our Unique Approach

We combine systematic observation with proprietary AI technologies to:

  • Study workplace technology in real environments, not vendor demos
  • Identify and validate patterns across thousands of data points
  • Transform observations into actionable strategies
  • Focus on human behavior, not just technical specifications

Our Services

Insights & Analysis

Get an evidence-based analysis of what makes technology stick in the real world. Our content goes beyond surface-level tech coverage to reveal:

  • Hidden patterns in successful technology adoption
  • Common pitfalls in digital transformation
  • Strategies that actually work in practice

Strategic Consulting

Ready to move beyond insights to action? Our consulting practice helps you:

  • Evaluate technology decisions based on real-world patterns
  • Design implementation strategies that work with human nature, not against it
  • Build lasting bridges between your people and their tools


Why “Global Gum”?

In a world where digital transformation initiatives have the staying power of a Post-it Note in a sauna, we focus on making technology stick through understanding human behavior. Our name reflects our mission: creating lasting connections between people and their tools – and yes, we’re aware of the irony in using cutting-edge AI to study why humans resist cutting-edge technology.

About the Founder

Global Gum was founded by Ron Whitman, who has spent over two decades observing how humans and software interact in the wild. From web programmer during the Dotcom crash to VP of Strategic Accounts, Ron has guided technology implementations for organizations including Ferrari, Disney, Mastercard, Virgin Galactic and Shopify, giving him a unique perspective on what makes technology stick.

Throughout his career, Ron has helped both Fortune 500 companies and growing startups navigate digital transformation. His experience spans crucial areas including e-commerce platforms, marketing technology, and AI implementation strategy. This diverse background revealed a consistent pattern: successful technology adoption isn’t about technical specifications – it’s about understanding human behavior.

Based in Pasadena, California, Ron combines systematic observation with AI-powered analysis to help organizations build lasting connections between their people and their tools.


Take the Next Step

Don’t let another technology investment slide into the growing pile of “seemed like a good idea at the time.” Start by understanding the patterns that determine success.