Category Design Work
• Initially, we identified a massive Problem – The Experience Gap
• Next, we defined the Category and the Solution to solve it: Experience Management (XM)
• Later, we developed a powerful POV around the problem and solution space, along with a Blueprint that set the terms of engagement for the category.
• Finally, through Lightning Strikes and an ongoing Strike Ops model, we conditioned the market to recognize the problem, the importance of experience across the four corners of the business – customer, employee, product, and brand - and the advent of a new kind of data to measure it, called "X Data."
