There’s a make or break moment in your journey to an improved experience.

Scene: Your business is doing alright despite itself. You’re still profitable, healthy even. But you look at the experience competitors are offering, and you see the threat. Your customers are noticing. You’re on borrowed time, unless you do something.

So you take action. You hire someone to overhaul the experience. Let’s fix it. Let’s invest. Let’s do it right.

The expert understands the situation immediately. This is promising. You nod with the other leaders about the good choice you’ve made with this hire.

They’ve brought loads of past experience that can help, so they jump right in. They study your situation. They study your customer. They analyze the alternatives.

And they bring you recommendations.

Someone—often someone who has been in your organization for a while—will say—“But that won’t work with how we do things.”

And frankly, implementing things this way seems like it’d require a lot of change to the backend or in the back office.

Here’s the “make or break” moment.

Do you nod in agreement? Or do you push for change?

Your organization is perfectly designed to get the results you currently get.

Plan the experience you want to deliver and work backward… all the way to the backend or the back office. Building the business case for UX is something we have experience with.

Or get in the slow lane and prepare to wave at the competitors as they pass.