Want vs Get. When conceptualising or consulting on experiences, I’d advise caution against following to a tee, the results of user interviews and focus group sessions. Every one wants to go to space but 99.9% will settle with just flying.
I’m not too sure if you agree. In my opinion an industry–any industry, cannot be in a state of disruption and transformation forever. Whilst digital is the catalyst for change, there usually comes a time when a change results in something.
All work must produce, and all investment has to show returns. Let’s start thinking beyond the words and into the outcome.
Living in an age of constant change today, these changes must now start with the thinking – What are we transforming or disrupting today that will be a compliant and an adoption tomorrow?