Binary thinking won’t survive tomorrow’s complexities. To build customer experiences that endure, you need to embrace what seem like opposing truths, not choose between them.

In this ebook, we challenge experience design leaders to master the art of integration. Through five critical paradoxes—AI, websites, brand, innovation, and change—you'll discover how to hold contradictory truths simultaneously and build experiences that adapt, connect, and thrive in an uncertain landscape.

Inside, you'll learn about:

• AI as enhancement, not replacement. Understand how technology changes everything and nothing about design, and why human taste and strategic direction become more valuable as AI handles production.

• Websites as foundations, not just destinations. Discover why your website is both dying and thriving, and how it serves as critical connective tissue for your entire customer ecosystem.

• Brand consistency through flexibility. Explore how liquid brands deliver on core promises while adapting across contexts, turning your brand from a logo into a feeling customers associate with every experience.

• Advanced technology requiring human empathy. Learn when to connect digital and physical touchpoints (and when not to), using data architecture and customer insights to solve real problems.

• Stable principles enabling constant evolution. Find practical frameworks for leading transformation when the destination is unclear, with actionable strategies to help your organization adopt a "both/and" mindset.