In this episode of Clued In, Lou stresses the importance of not being stuck focusing on the basics while the true opportunity is all around you. A common trap for CX professionals is to focus their efforts on 'fixing broken processes' or having the mindset that you first need to 'perfect the basics' before you are ready to introduce new experiences.

Lou provides examples of organizations that failed to recognize the unconscious drivers of their customers and instead continued perfecting their existing processes. Focusing on process improvement is like joining a race after it started. It might feel as if you are making progress, but you also have no idea where the finish is. We need to think of starting with the customer's desired emotion in an experience as the new starting line.