Introduction Play #1 Play #2 Play #3 Play #4 Play #5 We had previously offered a framework to approach life Simplifying requires two plays as well. The first is through 3 integrating customer-facing functions like marketing, sales, centricity: See, Solve and Simplify. From our latest analysis, we’ve been able to further distill these three steps into the service and product into a single connected “experience plays that leading companies are making to activate them. continuum” that makes customer interactions delightful Seeing requires a profound understanding of people’s and easy. The second is building the internal operational lives and the forces that affect them, through human fluidity that allows that continuum to be supported by and machine intelligence. an agile and dynamic organization. Solving requires moving away from the perceived Each of the five plays uncovered by our analysis constraints of an industry (total addressable market) represents a way that companies on the road to life to embrace the expansive need states of modern life centricity are focusing their investments to capture (total addressable needs). We have seen leading companies new growth amid uncertainty, and every one of them approach this in two ways: “outside-in,” finding new confers a lasting advantage. We believe that any customer needs and creatively rising to the occasion to fill single life-centric play can be used on its own but has them, and “inside-out,” creatively finding new applications compounding effects if combined with the others. for existing capabilities, technology and talent. The life centricity playbook 6