In future, organisations will compete on their speed of learning; how quickly they can understand what customers value and use these insights as in input to design meaningful experiences for the customer.

An organisation’s success will depend on its ability to create experiences that customers value. Today we ‘operate to learn’, ‘design to deliver meaningful experiences’, ‘maximize feedback’ and then ‘use operations as an input to design.’ Here is a graphic we have been working on to define the shifts required to be relevant today.