CX Strategic Knowledge · CX Methods
Future state is not optional
Define what easy, fast, and hard-to-get-wrong looks like before you brainstorm a single fix.
The common mistake is mapping the current state and jumping straight to brainstorming. Ideation without a defined future state produces scattered fixes. Before generating solutions, define what an easy, fast, hard-to-get-wrong experience actually looks like. That target is what makes ideation useful.
Teams map the current journey, feel productive, then leap into brainstorming. That skips the step that gives brainstorming a direction. Without a future state, every idea sounds plausible and nothing has a bar to clear.
The required step: define the future state first. Spell out what easy, fast, and hard-to-get-wrong means for this journey. Only then start ideating. Ideas get judged against the target, not against whoever argues loudest.
Apply this
Reading about future state is not optional is one thing. Seeing where it applies in your journey is the useful part.