Transformation is all around us these days. Whether digital, cultural, operational, or our own field — customer experience — the answer to everything seems to be a radical overhaul. It sounds bold, aspirational, and sexy. But is it really the right approach? Do these projects deliver the goods? In truth, large-scale episodic changes rarely work due to the cost, complexity, leadership and timescales. Entropy wins, and by the time companies have ‘transformed’, their customers have already moved the goalposts. The longer we take to deliver, the more risk we expose ourselves to. The larger the changes we propose, the greater resistance we face. So, what’s the alternative? How do we move at pace to create greater value for our customers, employees and business? Clare Muscutt proposes a logical, yet radical four-fold approach. One that constitutes a pragmatic, efficient and effective alternative to improving customer experiences. One that is human centred, by design.