July 23, 2018
This is an excerpt from Chapter 9 of Chris Risdon and Patrick Quattlebaum’s new book Orchestrating Experiences: Collaborative Design for Complexity. 2018, Rosenfeld Media.
Chapter 9: Crafting a Tangible Vision
When you work in a small business, such as a startup, you can get everyone to play off the same sheet of music more easily. The larger your organization, however, the greater the challenge of understanding the end-to-end experiences you want to enable and why. Hierarchy, functional silos, and distributed teams create communication and collaboration barriers. Strategy is distributed in slides with terse bullet points that get interpreted in multiple ways. The vision for the end-to-end experience is lost in a sea of business objectives, channel priorities, and operational requirements. The result: painful dissonance when the dream was a beautifully orchestrated experience.
This chapter is about working with others to craft a tangible vision for your product or service—a North Star. These approaches will help your organization embrace a shared destiny and collaboratively create the conditions for better end-to-end experiences. Read More