Each of us experiences the world around us through myriad senses. For me, the very sight of a gifted musician can elicit strong emotion. Music compositions can elicit emotion in me at an even greater depth. I have, however, come to understand that the depth of the emotional response is unique to me. In the same way, human-to-human (H2H) interactions, in the realm of customer experience, evoke emotional responses that are unique to each customer. In business, our goal in designing for the customer experience should be to evoke positive emotional responses consistently across all touch points. If we truly care about our customers, we'll break down silos and create cross-functional teams focused on designing for experiences that convey the tacit message, "We hold your feelings and emotions in highest esteem." In my opinion, this is the path to stardom. As always, Zack, thanks for your insights and analogies.