Without CX greatness Innovation, Disruption & Digital Transformation are rendered meaningless. All organizations talk about CX, claim customer obsession, user experience, ease of use, and all other expected and desired traits they THINK will give them the image of CX leadership. In reality most do not have the corporate culture, leadership focus, design thinking, customer journey understanding, consumer and user psyche insights, or actual devotion to CX. But it's not rocket science! Key takeaways: CX/UX greatness are not rocket science. Any organization can do them well with: 1. Leadership focus and relentless demand for CX greatness. 2. A corporate culture of providing great CX to internal employees so they better understand the joy of great CX and impact on customer behavior. 3. Bringing real world users closer to product managers, CX designers, and engineers