“Laura’s book is a must-read for every go-to-market leader. It’s a sharp, operationally minded guide to enablement and sales productivity in an AI native world. Structured, technical, and grounded in real execution, it offers a clear blueprint for building processes and systems that scale. This isn’t theory—it’s a road map for what modern teams actually need in an AI world.”

—Elay Cohen, CEO and cofounder of SalesHood

“It’s rare to find someone who blends artistry and strategy with such finesse. From masterful culinary creations to a sharp, insightful take on enterprise sales enablement in the age of AI, Laura brings an unmatched depth of creativity and rigor. This book is a testament to her unique ability to distill complex ideas into actionable, human-centered wisdom. A must-read for anyone navigating the evolving landscape of sales—not fearing but embracing AI agents as selfless teammates.”

—Dheeraj Pandey, cofounder of Nutanix and DevRev

“At DevRev, we’ve seen firsthand how AI is reshaping the very foundation of go-to-market execution—and why enablement must evolve from a support layer into a system of performance. In this book, Laura Fu translates that shift with clarity, conviction, and hard-won insight. It’s not just a framework for the future—it’s a guide for building organizations that can learn, adapt, and scale with purpose. A powerful resource for any leader rethinking what great enablement looks like in an AI native world.”

—Manoj Agarwal, cofounder and president, DevRev

“In a world where sales motions are being redefined by AI, this book couldn’t be more timely. Laura Fu offers a sharp, systems-level rethinking of enablement—not as a support function, but as the engine that turns strategy into action. Rather than cling to outdated playbooks, it presents a bold, product-driven approach grounded in human motivation, real-time orchestration, and continuous learning. For sales and enablement leaders, founders, and GTM operators navigating this shift, Designing for Excellence provides a critical framework for what comes next.”

—Itamar Novick, founder and general partner, Recursive Ventures

“Designing for Excellence is a powerful call to reimagine enablement—not as a support function, but as the operating system for modern GTM execution. Laura Fu brings clarity and structure to what many of us have felt: that behavior change, real-time orchestration, and intelligent systems are the new enablement frontier. At AdamX, we built our Synthetic Buyer platform to solve exactly the type of challenges Laura highlights—moving from episodic training to embedded, AI native workflows. It was an honor to be referenced in the book, but even more compelling to see how deeply aligned our philosophies are. This is essential reading for anyone building or evolving a revenue engine in today’s AI-driven world.”

—Neel Kamal, founder and CEO, AdamX