Farrah Bostic of The Difference Engine, spoke about the role of a CEO and CX (customer experience)

  • In business, innovation and marketing are key, everything else is cost (Drucker)
  • Lean is a way of thinking, not a process
  • CEOs talk to best customers, not next customers – this risks things like vanity metrics and survivor bias
  • What would happen if the CEO wasn’t in the room?
  • Strategy is a plan for a desired outcome within a set of constraints (data and action) – it can’t be retrofitted!
  • Getting customer centred can take 10 months of suck before it can get good
  • CEOs should be able to explain what create value and create better predictions

Vicky Teinaki is a user experience designer at Newcastle upon Tyne agency Orange Bus. She is also working on a PhD at Northumbria University about better ways of communicating design methods within the design industry.