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Orchestrating Experiences by Chris Risdon, Patrick Quattlebaum

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CHAPTER 9

Images

Crafting a Tangible Vision

The Importance of Intent

Defining Your Vision

Charting Your Course

Coda

When you work in a small business, such as a start-up, 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, ...

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