Great Teams

Hi Team,

Super Bowl 51 is coming up next weekend – the Championship for the American version of Football! There are many facets to a great football team, beyond talent… It’s teamwork. There was a coach named Vince Lombardi who was until recently the winningest coach in football. I’ve read his biography several times (if you’re interested in a copy let me know). His dedication and single-minded focus on achieving excellence were remarkable. Suffice to say, only your very best was good enough for him. He was a master motivator with a gift for summarizing his beliefs into great quotes.

As you know I’m a big fan of quotations, so I’ve put together a list of some of my favorites of his, by topic. I have an eight-year-old son and we watch a lot of football together. Last week, I had the following quote stenciled in big letters on the wall in his bedroom next to the logo of his favorite team: “It’s not whether you get knocked down, it’s whether you get up.” I hope you find one or more of these quotes inspiring; share them with someone who needs to be uplifted or reminded about what is important. I’ll leave you all with my favorite Lombardi quote, “The quality of a person’s life is in direct proportion to their commitment to excellence, regardless of their chosen field of endeavor.”

Have a great weekend… and please enjoy:

Teamwork
“The achievements of an organization are the results of the combined effort of each individual.”
“People who work together will win, whether it be against complex footballdefenses, or the problems of modern society.”
“Individual commitment to a group effort – that is what makes a team work, a company work, a society work, a civilization work.”

Commitment
“Winning is not a sometime thing, it is an all the time thing. You don’t do things right once in a while…you do them right all the time.”
“Unless a man believes in himself and makes a total commitment to his career and puts everything he has into it – his mind, his body, his heart – what’s life worth to him?”
“Once a man has made a commitment to a way of life, he puts the greatest strength in the world behind him. It’s something we call heart power. Once a man has made this commitment, nothing will stop him short of success.”
“The quality of a person’s life is in direct proportion to their commitment to excellence, regardless of their chosen field of endeavor.”
“It’s not whether you get knocked down, it’s whether you get up.”
“I would say that the quality of each man’s life is the full measure of that man’s commitmentof excellence and victory – whether it be football, whether it be business, whether it be politics or government or what have you.”

Success/Sacrifice
“Football is a great deal like life in that it teaches that work, sacrifice, perseverance, competitive drive, selflessness and respect for authority is the price that each and every one of us must pay to achieve any goal that is worthwhile.”
“To achieve success, whatever the job we have, we must pay a price.”
“Success is like anything worthwhile. It has a price. You have to pay the price to win and you have to pay the price to get to the point where success is possible. Most important, you must pay the price to stay there.”
“Once you agree upon the price you and your family must pay for success, it enables you to ignore the minor hurts, the opponent’s pressure, and the temporary failures.”
“A man can be as great as he wants to be. If you believe in yourself and have the courage, the determination, the dedication, the competitive drive, and if you are willing to sacrifice the little things in life and pay the price for the things that are worthwhile, it can be done.”

Discipline
“I’ve never known a man worth his salt who, in the long run, deep down in his heart, didn’t appreciate the grind, the discipline”.
“There is something good in men that really yearn for discipline.”
“Mental toughness is many things and rather difficult to explain. Its qualities are sacrifice and self-denial. Also, most importantly, it is combined with a perfectly disciplined will that refuses to give in. It’s a state of mind – you could call itcharacter in action.”
“The good Lord gave you a body that can stand most anything. It’s your mind you have to convince.”
“Once you learn to quit, it becomes a habit.”
“Perfection is not attainable. But if we chase perfection, we can catch excellence.”
“Once you have established the goals you want and the price you’re willing to pay, you can ignore the minor hurts, the opponent’spressure and the temporary failures.”

Will to Win
“The spirit, the will to win and the will to excel – these are the things that endure and these are the qualities that are so much more important than any of the events that occasion them.”
“There’s only one way to succeed in anything, and that is to give it everything. I do, and I demand that my players do.”
“The difference between a successful person and others is not a lack of strength, not a lack of knowledge, but rather in a lack of will.”
“You never win a game unless you beat the guy in front of you. The score on the board doesn’t mean a thing. That’s for the fans. You’ve got to win the war with the man in front of you. You’ve got to get your man.”
“If you’ll not settle for anything less than your best, you will be amazed at what you can accomplish in your lives.”

Leadership
“Leaders are made, they are not born. They are made by hard effort, which is the price which all of us must pay to achieve any goal that is worthwhile.”
“It is essential to understand that battles are primarily won in the hearts of men. Men respond to leadership in a most remarkable way and once you have won his heart, he will follow you anywhere.”
“Leadership is based on a spiritual quality — the power to inspire, the power to inspire others to follow.”
“Having the capacity to lead is not enough. The leader must be willing to use it.”
“Leadership rests not only upon ability, not only upon capacity – having the capacity to lead is not enough. The leader must be willing to use it. His leadership is then based on truth and character. There must be truth in the purpose and will power in the character.”
“A leader must identify himself with the group, must back up the group, even at the risk of displeasing superiors. He must believe that the group wants from him a sense of approval. If this feeling prevails, production, discipline, morale will be high, and in return, you can demand the cooperation to promote the goals of the community.”

Excellence
“….I firmly believe that any man’s finest hours – his greatest fulfillment of all that he holds dear – is that moment when he has worked his heart out in good cause and lies exhausted on the field of battle – victorious.”
“The spirit, the will to win and the will to excel — these are the things what will endure and these are the qualities that are so much more important than any of the events themselves.”
“They call it coaching but it is teaching. You do not just tell them…you show them the reasons.”
“After all the cheers have died down and the stadium is empty, after the headlines have been written, and after you are back in the quiet of your room and the championship ring has been placed on the dresser and after all the pomp and fanfare have faded, the enduring thing that is left is the dedication to doing with our lives the very best we can to make the world a better place in which to live.”

Mental Toughness
“If you’re lucky enough to find a guy with a lot of head and a lot of heart, he’s never going to come off the field second.”
“Teams do not go physically flat, they go mentally stale.”
“Mental toughness is many things and rather difficult to explain. Its qualities are sacrifice and self-denial. Also, most importantly, it is combined with a perfectly disciplined will that refuses to give in. It’s a state of mind – you could call it ‘character in action.’”
“Mental toughness is essential to success.”

Habit
“Winning is a habit. Watch your thoughts, they become your beliefs. Watch your beliefs, they become your words. Watch your words, they become your actions. Watch your actions, they become your habits. Watch your habits, they become your character.”
“The harder you work, the harder it is to surrender.”
“Confidence is contagious and so islack of confidence, and a competitor will recognize both.”
“If you don’t think you’re a winner, you don’t belong here.”

Faith
“I believe in God.”
“I derived my strength from daily mass and communion.”

Passion
“It is and has always been an American zeal to be first in everything we do, and to win…”
“If you aren’t fired with enthusiasm, you’ll be fired with enthusiasm.”
“To be successful, a man must exert an effective influence upon his brothers and upon his associates, and the degree in which he accomplishes this depends on the personality of the man. The incandescence of which he is capable. The flame of fire that burns inside of him. The magnetism which draws the heart of other men to him.”

Results/Winning
“Running a football team is no different than running any other kind of organization…”
“Some of us will do our jobs well and some will not, but we will all be judged on one thing: the result.”
“Winning is not everything – but making the effort to win is.”
“Success demands singleness of purpose.”
“If it doesn’t matter who wins or loses, then why do they keep score?”
“Winning is not a sometime thing…it’s an all the time thing. You don’t win once in a while…you don’t do the right thing once in a while…you do them right all the time. Winning is a habit.”

Truth
“The object is to win fairly, by the rules – but to win.”
“Morally, the life of the organization must be of exemplary nature. This is one phase where the organization must not have criticism.”

What’s In A Fitbit

Since receiving a Fitbit Charge 2 for my birthday, I’ve been wearing it every day for a month now, and I’m fascinated with what I’ve learned. The Charge Two tracks heart rate, sleep patterns, number of steps taken, estimates the number of calories burned each day, and so much more. The device even reminds me to take time to breathe and focus on my mental health. Turns out, I am in pretty good shape – my Cardio Fitness Score is ‘Good’ given a score of 39, and when I make it to 39.6 I’ll graduate to ‘Very Good’. All in all, I make an effort to maintain my physical fitness by going to the gym 4 to 5 times a week, running and lifting weights.

However, now that I have all this data about my health, I feel compelled to make good use of it. For example, if I lose 14.2 lbs. and increase my cardio by 20%, I would achieve a score of ‘Excellent’ for Cardio fitness. I am currently training for the Rock ‘n’ Roll half marathon in March, so there is a good chance that I’ll meet my goals. The point however, is that data and feedback loops give you the information you need to make better decisions and the necessary improvement toward your goals.

Over the last month, I’ve been working with the finance and project leadership teams to create a standard package of reports to share out to the entire company. The reporting package (not unlike a Fitbit) will provide each of you a monthly summary of Utilization, Billability, and Chargeability as well as summarizing by team and division the operating and performance metrics. We will be extending this to an account base view as well, so we can see revenue, profitability and the overall employee satisfaction of the Tahzoo delivery team.

With this new feedback loop will come individual goals and opportunities for improvement. We are fortunate to have tremendous market opportunity… but we need to be better stewards of our business and ensure that we are profitable and growing at the same time. For some of you this will be an adjustment, as I will be expecting everyone to make their targets, and more importantly, to show improvement in efficiency over time. Traditionally we haven’t run Tahzoo by the numbers, but this is the road ahead for us. If we want to be a world-class Customer Experience Management agency, we’ll have to operate in a world class manner.

I am excited about this new level of awareness – not only on a personal level, but also for our business. I’ve written extensively about how we need to bring more rigor and quantitative thinking into our business; this reporting is the beginning of building this operational strength into the company. Over the next three weeks we will be rolling out the expectations and reporting package within the US business, and to the rest of the company in the following month. We have created a framework for each of you to meet with your manager to align on goals and expectations. As we roll this out, I’ll be looking for feedback from you through the Voice of the Culture survey.

Looking forward to starting 2017 with clear goals and expectations for all of us.

Thanks,
Brad

Happy New Year

I am excited for the new year… I am still in a California state of mind so please enjoy the analogy. When there is a storm in the Pacific, it generates a swell – the waves begin to get larger over the duration of the storm and then gradually subside to normal levels. When you’d go down to the beach and see big waves breaking, you’d tell you buddies that the waves are “pumping”.

All the energy of the storm creates wind momentum and eventually, waves; let’s call them waves of opportunity. We have invested energy and enthusiasm into our business development over the past year, but more importantly our current customers. Let’s call this a storm of activity over the last year. We’ve clarified our message, built deeper relationships and expanded our service portfolio; our wave is getting bigger. Let me go so far as to say that the waves of opportunity for Tahzoo are “PUMPING”!!!

It’s going to be a big big year for Tahzoo. So, when the waves get really big you’ll have to paddle harder to get out past the break, but the ride is soooo much better. However, you must make sure you don’t get “caught inside”, meaning that you’ve surfed too far in, or the white wash of the waves have caught you and you can’t get past the break. In Tahzoo terms, not only do we have to keep up with the opportunity, we need to get ahead of it… better planning, better resourcing and better hiring. Otherwise, the white wash from the waves will collapse us onto the beach; this is called “being in the soup”, usually with catastrophic results. We are going to have to work really hard this year, mostly because of all the momentum we’ve generated in the market.

When you’re surfing, believe it or not – it’s easier to learn new things on bigger waves. Essentially, you have a little more time to practice or try new a new trick. We have the momentum to build our service offering and grow within our accounts… We are going to see our experience design business become a leading growth engine for the company. It’s going to be an “EPIC” year!

Let’s go be great!
Brad

Surfing, and Making It Better

I spent the evening with an old friend last night, someone who has been like a second father to me. Rick and Jan took me in as a teenager and were instrumental in shaping who I am today. Rick is a remarkable man, he has four undergraduate degrees, two masters and two PHDs, not all of them are in related fields. Among other things, he is a mechanical engineer; we spent years building things together and talking about life. He just recently retired from full-time work and is now making surf boards in his shop. We spent most of last night discussing how we could make his latest invention for body surfing more effective. It’s a buoy that you wear that provides a small plane or fin to stabilize the ride on a big wave. I’ve attached a picture of bodysurfing at Boomers in La Jolla so you get a sense of the size of the waves; it’s my favorite place to bodysurf, and I’ve spent many summers trying to master this break.

Rick is one of those guys who is always searching for ways to do it better. Even if the current model or design is great, he wants to make it better. Rick instilled this idea in me and it has become a part of how I live my life. Even though things are working just fine, I feel compelled to see if we can make it just a little better. I wanted to share this story with you because I know that sometimes it might feel like I am meddling or never satisfied, which isn’t the case, it’s just that I want to make things better.

Tahzoo’s business model is changing and it’s for the better. We’ve been preaching the need for a better customer experience and the market is finally catching up with us. Our customers are asking for help creating and delivering experiences. We spent the first few years working on our technical competencies and now we need to ensure we have the same level of expertise on the experience design side. As with all new systems, we will design it and continue to tweak it until it’s perfect. Most important to me is that we don’t have two sides of Tahzoo, but we are one company that helps our clients deliver fantastic customer experiences. We are being engaged for ideas, our strategy, our creativity and our technology.

I just finished reading the Ruth Bader Ginsburg Biography “The Notorious RBG”. She is an amazing woman, who over time has had a huge impact on all of us. She has been the champion for the right of individuals and the rights of women in our society. As I read her book, there was a clear theme about making consistent, incremental progress towards lasting change. We are going to be making changes and steadily improving the company to take advantage of market opportunity. There was a quote from RBG, “figure out what you want, then go do the work”. That phase has been sitting with me for the last week and has stirred my thinking considerably. We are going to be recognized as the world leader in Experience Design and Delivery. Now that we know what we want, we just need to go do the work.

Wishing you all a relaxing and joyous holiday season. Looking forward to doing the work to make Tahzoo the best it can be.

Let’s go be great!
Brad

Across the Country

I spent the week on the road and saw most of the country. David Sterenberg and I drove from Washington DC to Phoenix about 2000 miles in three days. We were on a southern route through Tennessee, Arkansas, Texas, New Mexico and then to Arizona. Needless to stay there were several BBQ stops. Our first night we stayed in Memphis TN, we ate at Central BBQ; it was serviceable, but not great BBQ. We were really hoping for something great in Tennessee – but alas, it’s hard to find good BBQ. In Texas, we had a great meal with some fellow Tahzooligans at Sammy’s BBQ… Great food and great company!!! On our last day, we ate at Stateline BBQ, famous for their beef ribs. I had eaten there 15 years ago and was happy to visit again. The ribs were great and we enjoyed the ambiance. At the Stateline, you park in Texas but eat in New Mexico… either way great food.

For those of you who don’t know, David was a professional race car driver. He drove for several teams including Porsche and Mazda. I’ll let him tell you his racing stories when you have a chance to visit with him. Needless to say, we pushed our car to the limits, especially through Texas and New Mexico, nothing quite like long straight desert roads to let the car fly. I won’t say exactly how fast we went, but it was faster than I’ve ever traveled before. In case you’re wondering… no speeding tickets of any kind. It was a fun trip.

I spent the day with a potential client today. It was our second meeting and I am excited about the possibilities of working with such an esteemed company. We’ve been invited back to present our thoughts and ideas for improving their customer experience. The company is hitting its stride with all the new opportunity in front of us. Our messaging, creative and critical thinking around improving the customer experience is resonating with world-class brands.

Let’s go be great!
Brad

Innovation

As our Innovation Day (Innovatiedag Herfst 2016) events draw to a close this week, I’m proud to see the strong spirit of innovation clearly evident in our Tahzoo family. I’d like to thank the attendees, presenters, planners and all of the hackathon participants who contributed to this successful event.

This is a perfect time to revisit a note from a while back, which serves as a good reminder about the value of innovation. It focuses on three of my favorite innovators and the lessons we might draw from their experiences that can inform our thinking about our own innovative spirit. You see, I believe that innovation is not a matter of fleeting inspiration, but rather a skill that can be learned, practiced and, most importantly, improved over time. Like taking up a musical instrument, all that is needed to innovate is the right attitude and the receptivity to change ourselves.

For any new company to succeed there has to be innovation—often a lot of it. Apple. Amazon. Uber. Facebook. The examples are easy to come by. The message is pretty simple: to stand out, you have to do things differently than those who went before.

That’s why we talk a lot about innovation here at Tahzoo. We are not in the game of operational efficiency, or of trimming expenses to preserve a razor-thin margins of profit, nor of selling volumes upon volumes of widgets. We are in the marketplace of ideas. Our clients turn to us for our ability to think differently than the herd of consultants out there. We must, therefore, place the highest value on innovation to assure that we always stand head and shoulders above the competition.

The first lesson of innovation is effort. In this, there can be no greater role model than Thomas Edison. The man held at least 1,093 patents when he died—including as you know the incandescent light bulb, the phonograph, and motion pictures. Think about that for a moment. He “held” 1,093 patents, but there were surely numerous ideas the at didn’t pan out. He certainly knew more than his share of failure through all that. This is a lesson in believing in an idea so strongly that one is willing to soldier on in pursuit of the dream, never relenting, never giving up.

Speaking of dreaming, that brings me to another of my favorite inventors, Nikola Tesla, who, it was said, often dreamed of his inventions before he set to inventing them. Tesla bragged of his ability to perform realistic “dream experiments,” while fully awake.

This is a lesson in vision. Innovation often requires one to be able to imagine an ideal state or a solution to a particularly vexing problem in order to make that vision a reality. Interestingly enough, Tesla was such a good dreamer that many of his most interesting and ambitious ideas never came to fruition during his life because they were too ahead of their time. He imagined television and cellphones long before they ever became everyday things. He also dreamed of a way to power electrical devices without wires that is still a largely unrealized ideal today. So, take it from Tesla, if you’re going to dream, dream big!

Lastly, innovation requires perspective. No one but Einstein himself is our role model here. He conceived of his mind-boggling “Theory of Relativity,” while working as a humble patent clerk reviewing closed-loop train switching patterns. Einstein’s breakthrough was in his ability to apply learning from one field to another—of shifting perspective. It’s interesting to me that the lessons of perspective that Einstein imparts are in some ways a distillation of Relativity itself, which held that our perception of time is relative to the speed of light. That is: perception changes as perspective changes.

So, there you have it: innovation in a nutshell. It takes effort. It takes vision. And, it takes perspective. If we all apply these lessons to as many aspects of our personal and our professional lives, we cannot help but develop innovative ways to see and do great things.

Gratitude

As our colleagues in the US prepare to celebrate Thanksgiving, I’ve been reflecting upon the impact of gratitude in our day to day lives – both personally and professionally.

Our HR team has a long-standing practice of sharing their ‘weekly gratitudes’ at the end of each week via email. This simple, yet profound gesture encourages a focus upon not only what is going well, but in how challenges became opportunities and struggles became successes. This sharing of stories often provides encouragement to others.

Gratitude is powerful when made part of a regular personal practice, and even more so when we share those observations with colleagues, friends and family. I am grateful for each of you, and for the invaluable opportunities we have to do great things together here at Tahzoo.

Have a great week as you enjoy time with family and friends, reflecting and celebrating.

Conflict Resolution

I’ve been thinking about conflict the past couple of weeks. I thought it would be a good idea to share my perspective and some thoughts around the inevitable conflict that arises when humans work together and how to manage it from my perspective.

I wrote out the company values in an effort to provide some guide posts around how we should decide things, standards that can be applied to specific situations to facilitate quicker outcomes. For example, caring for our customers or our employees is our first value, then simply any decision which puts that value at risk is off the mark. The first step in resolving conflict is to apply our values to the situation and make a determination.

A habit I learned a long time ago, which I borrowed from Stephen Covey is seek first to understand and then to be understood. Most conflict arises when two sides are advocating their perspective but not listening to one another. This does mean you won’t disagree with each other but at least you’ll be able to acknowledge the things that you agree upon so you can focus on the differences. While I was at Nordstrom, I managed a lot of customer complaints, more often than not people just want to be heard, their issue to be understood and then real meaningful resolution can begin.

No matter how mad I might be… that email I wanted to send in the heated moment never, I mean never is the right thing to do after I’ve had time to think it through. My drafts folder is full of emails that I wrote and never sent. There is something cathartic about writing out your thoughts and feeling but better to have never pushed the send button. Additionally, I’ve found that email is about the worst medium for resolving issue possible, only text messages might be worse… so don’t do it. Pick up the phone and call someone, talk it through and exchange energy and ideas. Emailing is a cowardly way to conduct a disagreement.

What are you fighting for? When I get mad I have another habit which kicks in, I ask myself why and I mad? Who and what am I fighting for? It’s tough especially in the heat of the moment, but when I recognize that my issue is about me or how I feel or how I think things should be… I am usually off base. My best energy is spend furthering the big ideas and focusing on the desired outcome. If we agree on the high level goal or objective the we can have a discussion about how to best achieve our goal rather than argue about a way of working.

Quantitative decision making, reviewing the numbers and the measurable outcomes is a great way to remove emotional discourse. As I’ve mentioned in the past one of the downsides of qualitative decision making is that it lends itself to a gut feeling which isn’t easily shared. When you want to change the system or a way of working look for some numbers facts or figures that you can use to justify the work and level of effort required for change.

My last piece of advice on this subject is to remind everyone that by and large people are well intentioned. They may have a different approach or see the world differently than you but they are working hard, just like you. When I assume that someone is well intentioned then it’s hard to not treat them like valued colleague or friend. My mom used to tell a story about the word “respect”, if you respect someone then you’d “re-look” at them. You’d make sure that your underlying assumptions about them were still valid and if they’d had changed, you would change your perspective too. It’s all too easy to see someone as categorically one way or part of one group when really they are just like you and trying hard in some cases desperately to make things better. We are part of groups but we are individuals. We share a common vision and a common goal… So next time you feel conflict brewing, take a moment of pause and remember you are all on the same team.

Persistence

I’ve just finished a wonderful book called Smarter Faster Better by Charles Duhigg. He spends most of the book articulating how to be more efficient and effective in your life. The book details the psychology and cognitive science around motivation and achievement. Many of the techniques and mental models that are described are habits that I’ve unwittingly cultivated over the years.

As a young salesman I learned that success in sales was primarily a function of persistence. Dedicating oneself to a big goal and then breaking down the individual steps required to achieve that goal and not giving up no matter how hard things get. Some people say that you’re limited by the size of your dreams, my belief is that is only partially true, you also have to have the ability to commit to a path and stick with it.

We recently achieved some great results because we set a big goal but then broke down the steps into manageable and achievable sub tasks on a daily and weekly basis. As I’ve learned from my colleague Tom in the Agile development process, if you can’t describe how you’re going to accomplish your task within a week or two of work then you’re likely guessing at what needs to be done or how long it will take.

We’ve had some great results in a short period of time, which I chalk up to persistence and consistency in our approach. The Desk of Brad, which I write weekly for our team, is another example of persistence. I encourage each of you to set an aggressive big goal and then break it down into digestible parts… If it works for you let me know how you’re doing and how I can help.

The Culture of Experience

The culture of customer experience is upon us… although very nascent, while there have been a few companies grounded in customer service over the last 20 years they are outliers and not the norm. Most large companies are organized to serve themselves while providing a service or product to the market. Typically, one part of the organization is dedicated to the customer in the context of sales or marketing.

In the customer experience economy, the entire organization needs to be designed to serve customers and deliver a shareable experience. It must be understood throughout the organization the real value of a consumer spending their money and time interacting with a brand. I used to say that all companies are becoming publishers whether they wanted to or not, because the competition and the way that all purchasing has become considered sales cycle was going to force the issue. However, I think that we are now seeing with the proliferation of connections between people and the speed of communication through technology that all companies are now experience providers.

For many years the experience, the interaction, was managed by a division within a Fortune 500 company who looked at the in store or in branch or in restaurant experience and created something that was visually appealing, memorable, pleasant and efficient. The design, well executed, helped consumers know where to stand in line, where to get help or look for specific products. It was staffed with friendly people who could naturally fill in the missing details or connections but most importantly provide a personalized experience or build a personal rapport with the consumer. They made the intuitively inefficient and efficient experience; if the design wasn’t quite right the personal connection filled the gaps.

As technology has replaced many of these branches, stores and human touch points, in part because it’s more cost effective, in part because the speed of the transaction or the convenience for the consumer held sway. Large companies have inarticulately made an effort to increase the number of touch points or tackle the gaps in service as a series of technology and marketing projects. As with all transformations, a serialized and interstitial set of projects never provide the harmony and richness of the experience a consumer demands. Often times when I hear large companies speak about their digital transformation or customer experience projects they feel like how a symphony would be written by series of committees each focused on the instrument they play.

It is the whole experience, in all its dimensions that need to be addressed. For a large company this is an almost achievable amount of organizational alignment required in a short period of time. Most companies have been built over decades and the organizational division, operating principals and culture cannot be rewired overnight. As with most disruption triggered by technology, the initial innovation is obtuse but with great promise. So while the value is well understood, the adoption model follows standard distribution curve, the early adopters take a leap of faith and when the point of leverage to value is understood the majority steps in. In some cases, the adoption curve can be accelerated when “killer” applications can be applied.

In the case of digital transformation, the killer application is personalization. Delivering experience in context, that is relevant and personalized is the key to moving an organization forward. In the case of customer experience and within the experience economy, the accelerant is the ability of large organization to deliver personalized or in contextualized experiences. While it may take a decade or more for a Fortune 500 company to reorganize, we can deliver value today through a more personalized experience.

As expected the organizational changes that will take time to work their way through a company that spent decades building for and organizing around 20th century models can recognize immediate value by through technology recreating the front line staff that helped clients find what they needed, answered questions and most importantly build a sense of intimacy between a consumer and brand.