Back in the dim and distant past, when I ran an enterprise architecture team, we spent months building immaculate diagrams that were technically correct, logically coherent, beautifully presented, and largely irrelevant because ultimately, they sat on a shared drive and no one used them. CX teams are repeating the same mistake, only the artefacts have changed. Today it’s journey maps, platforms, and measurement frameworks standing in for impact. The commonality of both problems, other than a lot of wasted effort, is that mapping, modelling and describing everything in minute detail doesn’t help the business when it needs to act fact. Change isn’t the new normal. Unexpected change is. Since my time in enterprise architecture in the heady days of the late noughties worrying about building mobile apps, the context has shifted. Technology has advanced, sure, but change has changed. Uncertainty is no longer episodic. It’s structural. Change isn’t just faster, it’s less predictable.…