Fall in love with the customer problem, not the solution.

Often, this requires a deeper dive to discover a customer’s true desires beyond what they initially articulate. Understanding a customer’s environment, stakeholders and frustrations helps to gain well-founded insights, empathize with their struggles and fight to tell their story in a way that creates new and better outcomes. We strive to “fall in love” with their problem.

A creative mindset helps us explore new ways of doing things and generate inspiring ideas. This is not business as usual — it often entails challenging the assumptions we’ve become accustomed to and embracing curiosity, optimism and ambiguity. This shift in mindset is critical to providing fresh perspective and new things to react to, and it requires a conducive environment that includes encouraging leaders and curious employees.

The concept of progress over perfection is encouraged to accelerate momentum and avoid stagnation or fixation.

Action is the idea of leaning-in even when you don’t have the perfect plan. It involves experimenting, learning and sharing results to drive progress. To make it real, prototypes are built that inspire in compelling ways, but we only build what we need to learn. To learn, the prototypes are tested through rapid experimental discovery by running numerous “right sized” experiments that drive knowledge and reduce risk. Acting with urgency requires an entrepreneurial approach — the ability to think creatively and move without delay is imperative when time is limited and resources are finite.

Taking action means asking, learning and constantly iterating. With our vision of continual and perpetual transformation, this approach and our behavior truly will never end. Everything is a prototype.