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The biggest strategic mistake executives are making right now? Treating customer service AI as a cost-reduction checklist. They're rushing to automate everything without ever asking the $1M question: "When does this interaction demand human judgement?

In this article, I test different strategic frameworks to explore how On can move beyond performance to become a lifestyle choice.

Brand portfolio mergers are often seen as simple exercises in corporate restructuring. However, the reality is far more complex.

Discover how to turn an innovative water concept into a market hit.

Taking a holistic approach to business and brand development is about recognising that success goes beyond bottom-line results.

The concepts of personas and archetypes are often interwoven in customer experience design, but their application differs.