The way you make your product, or serve your customer, the way you deliver value, is a process.

You do not have the perfect process. It’s merely the way you’ve always done it, or the best one you’ve tried so far, or the one your boss showed you. But only a fool would claim it’s correct; that there can be no improvements.

Luckily, because it’s a process, you can tinker with it.

The process of discovery (or innovation, or technological progress) itself depends on antifragile tinkering, aggressive risk bearing rather than formal education.

Nassim Taleb, Antifragile

To create great experiences for your staff and customers you need to need to tinker with it, experiment a little, try some stuff.

In return, the experiences you create will get better.

But you have to be comfortable with uncertainty, adventure, and the unknown.

You’re not an expert at experience design. That’s ok, do it anyway. The alternative is obsolescence, anonymity, and a slow, painful commercial death.