Canonical: https://therivergroup.ai/books/meet-them-on-the-water/ · Generated 2026-09-15

# Meet Them on the Water

[*The River Doesn't Wait*](/book/) is about the inside of an organization. This one is about how organizations meet their markets when the buying is done by agents.

(Cover: coming soon.)

Your customers are acquiring agents that research, compare and increasingly buy on their behalf. Every buyer is gaining what only large enterprises had before, which is a procurement function of its own. At the same time your own agents are becoming the workforce that faces your market: selling, servicing, negotiating and buying on your behalf. Underneath both sits the layer of platforms and directories those agents run on, where the old intermediaries have to re-earn their place, because agents do for nothing much of what intermediaries used to charge for.

What you sell is in play too. Agents change what buyers will accept and what sellers can afford to provide, and they make sellers of people and companies that could never economically sell before.

*Meet Them on the Water* is written for the same reader as *The River Doesn't Wait*: an executive who owns an outcome and has to decide something about it this year, rather than a technologist. It does not assume you have read the other one. It arrives in fall 2026.

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