---
title: "Blog | Snowplow Signals"
description: "Notes from the team building Snowplow Signals: how real-time customer context works, what we ship, and how teams use it in their products."
source: https://signals.snowplow.io/blog
---

# Blog

[Industry Decisions are a commodity now. Context is not.Four decision models shipped in two weeks and Databricks made one a SQL function. The model is cheap now. The state you hand it is not.![](https://signals.snowplow.io/images/authors/john-bourous.jpg) John Bourous, Head of GTM Oct 1, 2026 · 8 min read ](https://signals.snowplow.io/blog/decisions-are-a-commodity-context-is-not) [![](https://signals.snowplow.io/og/blog/decisions-are-a-commodity-context-is-not.png)](https://signals.snowplow.io/blog/decisions-are-a-commodity-context-is-not) 

## All posts

[![](https://signals.snowplow.io/og/blog/decisions-are-a-commodity-context-is-not.png)Industry Decisions are a commodity now. Context is not.John Bourous · Oct 1, 2026](https://signals.snowplow.io/blog/decisions-are-a-commodity-context-is-not) [![](https://signals.snowplow.io/og/blog/valkey-9.png)Engineering Upgrading Signals to Valkey 9.1: 10% less memory, 28% less write timeSignals team · Sep 30, 2026](https://signals.snowplow.io/blog/valkey-9)