Alex thanks. I love reading the things you have to say about CX and understand your frustration that not enough cx is up to the standard you hope. I would argue though that were i differ in opinion is your assessment that not enough cx people are up to standard. I think if you asked most cx people what their idea of great or awesom cx is they would say somehting similar to what you outline in this article, its just that most cx people dont have the authority or enpowerment to be able to stand up for what great cx should look like in their business and have the required impact. We should be questioning ceos for not giving cx people the empowerment they need to create great cx in those businesss. Not the cx people themselves who are probably all aiming for the same sorts of goals as youve outlined here.