"You'll blow past your competition, as you shift from shipping discrete functionality to seamless end–to–end experiences." —Jared Spool, Maker of Awesomeness and Co-CEO of Center Centre/UIE

PART I: A COMMON FOUNDATION CHAPTER 1

• Understanding Channels
• From Theory to Reality
• Structured by Channels
• Channels Don’t Exist in Isolation
• Channels Reflect Interactions, Information,and Context
• Channels Support the Moment
• Changing the Channel-Centric Mindset
• Coda

• Pinning Down Touchpoints
• A Unifying Approach
• Two Helpful Frameworks
• Identifying Your Touchpoints
• Cataloging and Communicating Your Touchpoints
• Coda
• CHAPTER 2 WORKSHOP
• Touchpoint Inventory
• Workshop Objectives
• Example Pitch to Participants (and Their Managers)
• Agenda
• Preparing for the Workshop
• Running the Workshop
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• After the Workshop
CHAPTER 3
• Exploring Ecosystems
• From Business to Experience Ecosystems
• Unpacking an Experience Ecosystem
• Ecosystem Mapping Tips
• Using an Ecosystem Map as a Tool
• Other Sensemaking Approaches
• Coda
• CHAPTER 3 WORKSHOP
• Landscape Alignment
• Workshop Objectives
• Example Pitch to Participants (and Their Managers)
• Agenda
• Preparing for the Workshop
• Running the Workshop
• After the Workshop
CHAPTER 4
• Orienting Around Journeys
• What Is a Journey?
• Journeys Are Made of Moments
• There Are Many Types of Journeys
• Journeys Are Valuable to Everyone
• Journey: The Hub of Empathy and Understanding
• Unpacking End-to-End Experiences
• Getting Started with Journeys
• Coda
PART II: INSIGHTS AND POSSIBILITIES CHAPTER 5
• Mapping Experiences
• What’s an Experience Map?
• Mapping with Confidence
• Learning Your Customers’ Stories
• Making Sense of What You Learned
• Communicating What Matters
>li>Coda
• CHAPTER 5 WORKSHOP
• Experience Mapping
• Workshop Objectives
• Agenda
• Preparing for the Workshop
• Running the Workshop
• After the Workshop
CHAPTER 6
• Defining Experience Principles
• A Common DNA
• Playing Together
• Identifying Draft Principles
• Crafting for Adoption and Impact
• Coda
• CHAPTER 6 WORKSHOP
• Experience Principles Refinement
• Workshop Objectives
• Agenda
• Preparing for the Workshop
• Running the Workshop
• After the Workshop
CHAPTER 7
• Identifying Opportunities
• Opportunities Are Not Solutions
• What Is an Opportunity?
• Opportunities, Intent, and Timing
• Communicating Opportunities
• Coda
• CHAPTER 7 WORKSHOP
• Opportunity Identification and Prioritization
• Workshop Objectives
• Example Pitch to Participants
• Agenda
• Preparing for the Workshop
• Running the Workshop
• After the Workshop
PART III: VISION AND ACTION CHAPTER 8
• Generating and Evaluating Ideas
• Leading the Hunt for Ideas
• Structure and Focus
• Inputs and Constraints
• Expression and Form
• Evaluation and Prioritization
• Coda
• CHAPTER 8 WORKSHOP

• From Ideas to Narratives
• Workshop Objectives
• Agenda
• Preparing for the Workshop
• Running the Workshop
• After the Workshop
CHAPTER 9
• Crafting a Tangible Vision
• The Importance of Intent
• Defining Your Vision
• Charting Your Course
• Coda
CHAPTER 10
• Designing the Moment
• Prototyping Options
• The Prototype Value Proposition
• Putting It Together
• Coda
CHAPTER 11
• Taking Up the Baton
• Embrace Your Context
• Orchestrate Change
• Start with You
• Take It from Here