CX is on the rocks, and that’s exactly where transformation begins. Today’s CX challenges are the terrain that shapes lasting impact. From outdated metrics to rising expectations, we reveal how to lead through the turbulence using his People–Process–Platform model. You’ll walk away with fresh insights, practical tools, and a renewed sense of ownership to create seamless, loyalty-driving experiences, no matter how rough the waters get. Key Takeaways: Reframe friction as formation with a powerful CX metaphor that inspires action. Upgrade your CX playbook by shifting from survey-driven tactics to experience-led strategy. Align people, process, and platform to deliver seamless, loyalty-boosting journeys. Lead the evolution by becoming a connector, storyteller, and catalyst for change.