What business are we in? Who do we want to be?

Customer experience is no longer just one of many services that agencies can offer. And in a world where every brand is defined by its ability to deliver a coherent, useful, emotionally intelligent experience, CX isn't a lane, nor the whole road. It's the map. Which means the future of agencies belongs to those who are willing to evolve, not just repackage.  It's the organizing principle that determines whether your work works. 

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