When teams are executing hard but outcomes keep stalling, the problem is rarely effort. It’s that the strategic decisions, the ones that would tell execution where to actually go, haven’t been made yet. In this episode of Kevin Brent’s ScaleUp Radio, CX by Design founder Lis Hubert explores how unresolved decisions don’t disappear. They get absorbed into the work, making teams busier without making them more effective.
Lis walks through the CX by Design approach: stepping in before execution begins to help leadership surface real trade-offs and reach a clear, defensible call. Using a real client example — a global audio equipment company deciding between three competing strategic priorities — she shows what it looks like when customer evidence actually changes the decision a leader makes, rather than simply confirming the one they’d already settled on.
The conversation also covers how AI is accelerating decision pressure across organizations, why human judgment will become more valuable as prediction gets cheaper, and what it means to close an engagement the moment a decision is made — rather than staying on to manage whatever comes next.
Ready to bring clarity to the decisions that matter?
