The community of MX has spent nearly a decade clawing, climbing, and defining a space for managing and leading great experiences within an organization. It’s time to think forward and lay tracks towards the way great organizations embrace experience to serve people. See the video here: http://vimeo.com/63914633

1. Future Perfect
Brandon Schauer

2. Let’s step back in time.

17. eras of our work
It began with simply making things work.
Functioning
How do we make and
sell something?
“User interface”
Software designer

18. eras of our work
It expanded to making things work better.
Functioning
Fixing
How do we make and
sell something?
How do we make
things better, so we
sell more of them?
“User interface”
“User friendly”
Software designer
Usability

19. eras of our work
And now it’s about finding new things.
Functioning
Fixing
Finding
How do we make and
sell something?
How do we make
things better, so we
sell more of them?
How do we discover
more things to sell?
“User interface”
“User friendly”
“Design thinking”
Software designer
Usability
Ethnography &
Prototyping

20. eras of our work
It’s increasingly hard to apply the industrial past to the future.
Functioning
Fixing
Finding
20th Century Solutions
today
21st Century Problems

21. eras of our work
The 20th Century had a factory model, sell-a-product mentality.
Functioning
Fixing
Finding
20th Century Mentality
Manufacture
Advertise
Sell
today

22. eras of our work
One that heightens anticipation only to end in disappointment.
Functioning
Fixing
Finding
20th Century Mentality
Manufacture
Advertise
today
21st Century Problems
Sell
Disappoint

23. eras of our work
Disappointment is only a symptom of bigger challenges.
Functioning
Fixing
Finding
20th Century Mentality
Manufacture
Advertise
Sell
today
21st Century Problems
PEOPLE
PLANET
PROFIT

24. The purpose of a
business isn’t to
make a thing
Manufacture
Advertise
today
Sell
PEOPLE
PLANET
PROFIT

25. The purpose of a
business isn’t to
make a profit
Manufacture
Advertise
today
Sell
PEOPLE
PLANET
PROFIT

26. The purpose of a
business is to have
and serve a customer.
Manufacture
Advertise
Sell
today
Serve
PEOPLE
PLANET
PROFIT

27. The purpose of a
business is to have
and serve a customer.
Manufacture
Advertise
Sell
today
Serve
PEOPLE
Profit is a by-product
of good service.
PLANET
PROFIT

28. W-w-Whaaaaa?

29. the downside of a profit mentality

30. the downside of a profit mentality
Maybe the great thing about mobile
is there's no space or time for ads,
so a business has to provide a
valuable service to get attention.

31. the upside of a service mentality
Services are good for modern economies.
2012 U.S. Trade
Deficit for Goods
2012 U.S. Trade
Surplus for Services
+$195.3 BLN
-$735.3 BLN

32. the upside of a service mentality
To serve is experiential.

33. the upside of a service mentality
To serve is human.

34. the upside of a service mentality
To serve is human.

35. the upside of a service mentality
To serve is human.
by Fra.Biancoshock

36. the upside of a service mentality
To serve is human.
by Hikaru Imamura

37. eras of our work
Serving people is about organizations creating human experiences.
Functioning
Fixing
Finding
Human
today
SERVE
THROUGH
PEOPLE
JOURNEYS
TRANSFORM
TO
YOU & THEM

38. Future Perfect
“We will have...”

39. future perfect
We will have
mastered planning for
human experiences.

40. future perfect
We will have mastered planning for human experiences.
If your only plan is the one handed
down to you, you’re already behind.

41. future perfect
We will have mastered planning for human experiences.
Next quarter
Locked and happening
M
M
M
Next year
Planned and managing
Next 3 years
Envisioned and leading
Q
Q
Q
Q
Y
Y
Y
M
M
M
M
Q
Q
Q
M
M
M
M
Q
Q
Q
M
M
M
M
Q
Q
Q
Q
Q
Q

42. future perfect
We will have mastered planning for human experiences.
at Google —
“Each quarter individuals and teams
document their objectives for the next
90 days and grade the goals they set 90
days earlier. In Q4 teams also set
metagoals for the next year.”
— Hunter Walk

43. future perfect
We will have mastered planning for human experiences.
Next 3 years
Envisioned and leading
Twelve big moves
to change everything.
Y
Y
Y
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q
Q

44. future perfect
We will have mastered planning for human experiences.
Twelve big moves
to change everything.
★
★
★
★
★
★
★
★
★
★
★
★

45. future perfect
Let me give you a start…
Q
1. Build a Super Friends team.
— Margaret Gould Stewart, MX 2008

46. future perfect
Let me give you a start…
Q
2. Delegate your entire job.
Grow others while creating
room for your new job
description, which you’ll be
writing yourself.

47. future perfect
Let me give you a start…
Q
3. Make a vision of the future.
Research it.
Shop it around.
Disprove it.
Improve it.
It’s your next 9 moves.

48. future perfect
We will have
mastered organizing for
human experiences.

49. future perfect
We will have mastered organizing for human experiences.
P&G solved this years ago with brands.
Brand Man
Neil McElroy
ands by units.
ipments of his br
udy carefully sh
1. St
e, examine
it is progressiv
heavy and where
ng and try to
velopment is
ems to be clicki
2. Where brand de
of effort that se
arable.
mbination
ies that are comp
carefully the co
to other territor
treatment
appeal this same
t:
and: study the
velopment is ligh
history of the br
3. Where brand de
and promotional
umers–in order
vertising
dealers and cons
a. Study past ad
first hand–both
ality at
territory person
be applied to
t the trouble.
a plan that can
to find ou
akness, develop
to work out
ng our we
course not simply
b. After uncoveri
is necessary, of
oposed can be
spot. It
ount of money pr
this local sore
sure that the am
to be
cost per case.
the plan but also
at a reasonable
r whose
produce results
sion Manager unde
expected to
tail to the Divi
and support for
plan in de
in his authority
c. Outline this
rritory is, obta
weak te
jurisdiction the
carrying out
tive action.
ary material for
the correc
all other necess
ile they are
helps and
with salesmen wh
d. Prepare sales
e districts. Work
sure that there
on th
ry finish to be
the plan. Pass is
through to the ve
Follow
.
getting started.
e
ation of the plan
field studies ar
own in sales oper
is no letd
and make whatever
cted
are necessary,
records
produced the expe
e. Keep whatever
her the plan has
to determine whet
necessary
results.
dual pieces of
iticizing indivi
not simply for cr
ans for his
onsibility,
l printed word pl
4. Take full resp
so for the genera
, but al
printed word copy
brands.
itures on his
vertising expend
for all other ad
onsibility
promotions).
5. Take full resp
re displays and
r’s note – in-sto
brands (autho
packaging)
(author’s note –

50. future perfect
We will have mastered organizing for human experiences.
P&G solved this years ago with brands.
How soap is MADE was no longer as
important as how it was MARKETED
and how it was bought.

51. future perfect
We will have mastered organizing for human experiences.
How things are MADE is no longer as
important as how they’re EXPERIENCED.
A manager for each experience,
each journey?

52. future perfect
We will have
mastered stories for
human experiences.

53. future perfect
We will have mastered stories for human experiences.
Rail Europe Experience Map
Guiding Principles
People choose rail travel because it is
convenient, easy, and flexible.
Rail booking is only one part of people’s larger
travel process.
People build their travel plans over time.
People value service that is respectful, effective
and personable.
Customer Journey
STAGES
RAIL EUROPE
Research & Planning
Shopping
Enter trips
Research destinations, routes and products
Destination
pages
Review fares
Select pass(es)
Confirm
itinerary
Post-Booking, Pre-Travel
Delivery
options
Payment
options
Review &
confirm
Change
plans
Map itinerary
(finding pass)
Kayak,
compare
airfare
Blogs &
Travel sites
THINKING
FEELING
place for site seeing and activities?
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
E-ticket Print
at Station
View
maps
Paper tickets
arrive in mail
Research
hotels
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Share experience
Follow-up on refunds for booking changes
Share
photos
Get stamp
for refund
Web
Share
experience
(reviews)
Buy additional
tickets
Print e-tickets
at home
Web
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
Activities, unexpected changes
Check ticket
status
May call if
difficulties
occur
Google
searches
Post Travel
Live chat for
questions
DOING
Talk with
friends
Travel
Wait for paper tickets to arrive
Look up
time tables
raileurope.com
Plan with
interactive map
Booking
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
Look up
timetables
web/
apps
Arrange
travel
Plan/
confirm
activities
• I just figured we could grab a train but there are
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Stressed that I’m about to leave the country
• I am feeling vulnerable to be in an unknown place in
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
the middle of the night.
• Stressed that the train won’t arrive on time for my
Request
refunds
Mail tickets
for refund
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund

54. future perfect
We will have mastered stories for human experiences.
Stories give meaning.
Meaningfulness is why people perform.
I believe that this nation should commit
itself to achieving the goal, before this
decade is out, of landing a man on the moon
and returning him safely to the Earth.

55. I believe that this nation should commit
itself to achieving the goal, before this
decade is out, of landing a man on the moon
and returning him safely to the Earth.

56. future perfect
We will have mastered stories for human experiences.
Stories inspire people.
New words change culture.
Narratives are sticky.
Narratives are experiential.
— See Made to Stick, Chip & Dane Heath

57. future perfect
We will have mastered stories for human experiences.
Here’s my story...

58. people aren’t data
While it's possible to have more data
and information on people than ever
before, it's also easier and easier to
treat them like a number and never
really connect in a human way.

59. make business human
In 12 moves, we will
have created human
experiences by creating
the systems and stories
that produce them.
★
★
★
★
★
★
★
★
★
★
★
★

60. make business human
In 12 moves, we will
have created human
experiences by creating
the systems and stories
that produce them.
Human
today
SERVE
THROUGH
PEOPLE
JOURNEYS
TRANSFORM
TO
YOU & THEM

61. Systems that serve people.

62. Experiences that matter.
by Hikaru Imamura

64. Will your story, team, and system
have the empathy and humanness in
it to serve people through journeys to
transform you and them?
We all need it. So I hope you do.

65. We all need it. So I hope you do.
So feel free to share it:
http:/
/shortlinks.adaptivepath.com/mx2013