You May Have to Go Slower to Go Faster

As companies scale they often go off course.

Not by a lot. And not all at once.

In fact, most companies probably don't even notice until they end up with an unexpected customer crisis.

Often, it is the many preceding micro-decisions that independently don't make much of a difference, but in aggregate, over time, they compound until operational gaps emerge and the brand experience is negatively effected.

Only then, when reacting to emergencies, do companies take action and make repairs.

But by then damage has been done.

To prevent this collateral harm, business leaders need to be attentive to balancing speed (action) with control (analysis) while they scale.

Just as the race car driver applies the brakes to round the corners, companies must occasionally go slower in order to accelerate their scaling and avoid accidents. It feels counterintuitive when speed is everything in a race, but without using that important throttle you will sacrifice your sustainability and increase your risk to even crossing the finish line.

So it is with designing customer experience. Neglected experiences are the result of too much speed and not enough control while scaling.

Purposeful experience design takes patience and intentionality.

Done well, it helps you win the race.