Understand the Whole Business Before You Change It
Where everything starts In the last chapter, Keep People at the Center of Every Experience , I asked how you know whether you're really putting people at the center. The answer is to find out, through a discovery that looks at everything: the brand, the people who deliver it, the partners behind it, the customers who experience it, and the data that ties them together. But if people are the center, why does discovery so often start everywhere else? Discovery is the first phase of almost every transformation, redesign or replatforming project. It's where a company decides what's wrong, what matters and what to do next. Everything that follows, the roadmap, the budget, the build, rests on what discovery found. So it matters who discovery listens to. And when you look closely at how most discoveries are put together, the answer is uncomfortable. They listen carefully to the people who commission them, and only briefly, or secondhand, to the people the business exi...
