Business, technology, and marketing executives almost have too much of a good thing when it comes to launching customer experience (CX) initiatives. Why? They are inundated with more can possibly fund, staff, or manage at any given time. Not only do CX projects involve technology changes, but successful initiatives also require a deep shift in the firm’s culture – which is both challenging and time-consuming. Executives leading digital transformation efforts must make hard decisions about what to greenlight, what to postpone, and what to emphasize – culture change, new technology, or both?