Imagine that you and a friend go to a beautiful restaurant and the server comes over—not with a menu, a glass of water, and a cheery welcome, but with a service-level agreement (SLA) containing 25 key performance indicators (KPIs) that the restaurant intends to meet over the course of the next hour.
If an enterprise wants to achieve growth right here and right now, it needs to create digital solutions that excite beyond the usual measures of business viability and technical feasibility. These new digital products need elevated consumer desirability. The consumer need not know how a solution was created; instead, they want an emotional need met. […]