Aligning a team’s purpose with a stream helps to reinforce a focus on flow at the organization level—a stream should flow unimpeded. With the advent of IoT, embedded devices everywhere, and holistic approaches to service management, the end-to-end user experience looks different. Customers interact not just with a discrete piece of software but with a range of products and devices that all run different kinds of software, from mobile to embedded to voice-led controls. Customers also interact with brands via multiple channels (in person, social media, website, phone), expecting consistent
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