In this episode of “What If? So What?”, Jim Hertzfeld sits down with Wally Burchfield, former senior executive at GM, Nissan, and Nissan United, to explore what’s driving transformation in the automotive industry and beyond. 

 Wally’s perspective is clear: in a world obsessed with automation and data, the companies that win will be the ones that stay human. 

 From “Build and Sell” to “Know and Serve” 

 The old model was simple: build a car, sell a car, repeat. But as Wally explains it, that formula no longer works in a world where customer expectations are shaped by digital platforms and instant personalization. “It’s not just about selling a product,” he said. “It’s about retaining the customer through a high-quality experience one that feels personal, respectful, and effortless.” Every interaction matters, and every brand is in the experience business. 

 Data Alone Doesn’t Build Loyalty – Trust Does 

 It’s true that organizations have more data than ever before. But as Wally points out, it’s not how much data you have, it’s what you do with it. The real differentiator is how responsibly, transparently, and effectively you use that data to improve the customer experience. 

 “You can have a truckload of data but if it doesn’t help you deliver value or build trust, it’s wasted,” Wally said. 

 When used carelessly, data can feel manipulative. When used well, it creates clarity, relevance, and long-term relationships. 

 AI Should Remove Friction, Not Feeling 

 Wally’s take on AI is refreshingly grounded. He sees it as a tool to reduce friction, not replace human connection. Whether it’s scheduling service appointments via SMS or filtering billions of digital signals, the best AI is invisible, working quietly in the background to make the customer feel understood. 

 Want to Win? Listen Better and Faster 

 At the end of the day, the brands that thrive won’t be the ones with the biggest data sets; they’re the ones that move fast, use data responsibly, and never lose sight of the customer at the center. 

 Listen to the full conversation with Wally Burchfield for more on how trust, data, and AI can work together to build lasting customer relationships—and why the best strategies are still the most human. 

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Meet our Guest – Wally Burchfield

Wally Burchfield is a veteran automotive executive with deep experience across retail, OEM operations, marketing, aftersales, dealer networks, and HR. 

He spent 20 years at General Motors before joining Nissan, where he held multiple VP roles across regional operations, aftersales, and HR. He later served as COO of Nissan United (TBWA), leading Tier 2/3 advertising and field marketing programs to support dealer and field team performance. Today, Wally runs a successful consulting practice helping OEMs, partners, and dealer groups solve complex challenges and drive results. A true “dealer guy”, he’s passionate about improving customer experience, strengthening OEM-dealer partnerships, and challenging the status quo to unlock growth. 

Follow Wally on LinkedIn  

Learn More about Wally Burchfield

Meet our Host

Jim Hertzfeld is Area Vice President, Strategy for Perficient.

For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.

Connect with Jim:

LinkedIn | Perficient

We’re proud to share that Perficient’s What If? So What? podcast has been named a Gold Stevie® Award winner in the Technology Podcast category at the 22nd Annual International Business Awards®. These awards are among the world’s top honors for business achievement, celebrating innovation, impact, and excellence across industries.

Winners were selected by more than 250 executives worldwide, whose feedback praised the podcast’s ability to translate complex digital trends into practical, high-impact strategies for business and technology leaders.

Hosted by Jim Hertzfeld, Perficient’s AVP of Strategy, the podcast explores the business impact of digital transformation, AI, and disruption. With guests like Mark Cuban, Neil Hoyne (Google), May Habib (WRITER), Brian Solis (ServiceNow), and Chris Duffey (Adobe), we dive into the possibilities of What If?, the practical impact of So What?, and the actions leaders can take with Now What?

The Stevie judges called out what makes the show stand out:

• “What If? So What? Podcast invites experts from different industries, which is important to make sure that audiences are listening and gaining valuable information.”
• “A sharp, forward-thinking podcast that effectively translates complex digital trends into actionable insights.”
• “With standout guests like Mark Cuban, Brian Solis, and Google’s Neil Hoyne, the podcast demonstrates exceptional reach, relevance, and editorial curation.”

In other words, we’re not just talking about technology for technology’s sake. We’re focused on real business impact, helping leaders make smarter, faster decisions in a rapidly changing digital world.

We’re honored by this recognition and grateful to our listeners, guests, and production team who make each episode possible.

If you haven’t tuned in yet, now’s the perfect time to hear why the judges called What If? So What? a “high-quality, future-forward show that raises the standard for business podcasts.”

Catch the latest episodes here: What If? So What? Podcast

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Watch Full Video Episodes on YouTube

Meet our Host

Jim Hertzfeld is Area Vice President, Strategy for Perficient.

For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.

Connect with Jim: LinkedIn | Perficient

Balancing AI Strategy With Human Wisdom 

“AI-first” has become a buzzword in executive conversations, but what does it really mean? Is it about using artificial intelligence at every turn, or applying it with intention and purpose? For analyst and researcher Susan Etlinger, it’s clearly the latter. 

On the latest episode of “What If? So What?”, Susan joins host Jim Hertzfeld to explore what it takes to build AI strategies that are both innovative and responsible. With a background that bridges the humanities and technology, she makes a compelling case for the critical role of human insight in an AI-driven world. 

When (and When Not) to Automate 

AI’s power lies not just in what it can do, but in knowing when not to use it. Susan argues that leaders must assess whether automation truly improves outcomes or risks eliminating valuable learning opportunities. 

She shares a story from early in her career, when manually compiling business data helped her develop essential skills like stakeholder management, strategic thinking, and financial literacy. Her point: AI can accelerate, but only human experience gives results meaning. 

From Generative to Agentic AI: Who’s in Control? 

The conversation explores the evolution from machine learning to Generative AI, and now to Agentic AI. Susan encourages leaders to ask:  

Who sets the goals? Who ensures alignment?  

While AI agents can handle tasks from start to finish, intention, ethics, and judgment remain the responsibility of humans. 

Smarter AI Strategies, Not Just More AI 

Susan’s key takeaway is clear:  

Organizations don’t need more AI; they need better AI strategies. 

Start with a clear use case, implement with intention, and learn from the outcome. The most effective approaches respect the limits of automation while amplifying human strengths. 

Keep People at the Center of Your AI Strategy 

For leaders shaping AI strategy, Susan offers a clear reminder:  progress isn’t about replacing human decision making, it’s about enhancing it. AI can accelerate outcomes, but it’s people who ensure those outcomes are purposeful, ethical, and aligned to your business goals. 

Listen to the full conversation

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Meet our Guest – Susan Etlinger

Susan Etlinger is a globally recognized expert on the business and societal impact of data and artificial intelligence and senior fellow at the Centre for International Governance Innovation, an independent, non-partisan think tank based in Canada. Her TED talk, “What Do We Do With All This Big Data?” has been translated into 25 languages and has been viewed more than 1.5 million times. Her research is used in university curricula around the world, and she has been quoted in numerous media outlets including The Wall Street Journal, The Atlantic, The New York Times and the BBC. Susan holds a Bachelor of Arts in Rhetoric from the University of California at Berkeley. 

Follow Susan on LinkedIn  

Learn More about Susan Etlinger

Meet our Host

Jim Hertzfeld is Area Vice President, Strategy for Perficient.

For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.

Connect with Jim:

LinkedIn | Perficient

In this episode of “What If? So What?” Jim sits down with Columbia Business School professor and c-suite innovation expert, Rita McGrath, to unpack what it really takes to lead through uncertainty. 

McGrath, known for her work on discovery-driven planning and intelligent failure, challenges the notion that strategy is a linear, long-term plan. “The time to reinvent your competitive advantage,” she says, “is when things are going well.” But that’s also when leaders are least motivated to change. This paradox is at the heart of her book “Seeing Around Corners.” 

One of the most compelling ideas Jim and Rita discuss is the concept of intelligent failure, a term coined by Sim Sitkin. In unpredictable environments, failure isn’t just inevitable – it’s essential. McGrath urges leaders to treat new initiatives as experiments, not predictions. “What’s the smallest test you can run to validate your assumptions?” she asks. This mindset shift helps organizations move faster and learn more, without betting the farm. 

The conversation also touches on discovery-driven planning, a framework that flips traditional business planning on its head. Instead of building a plan to prove you’re right, McGrath suggests building one to learn. Define what success looks like, work backward, and identify key assumptions. Then, test those assumptions through structured checkpoints. Her RACE (Redirect, Accelerate, Continue, Exit) model offers a practical way to evaluate progress. 

One particularly memorable takeaway from the conversation is Rita’s metaphor of “snow melting from the edges.” It’s a reminder that the earliest signs of disruption often appear at the fringes of an organization. Leaders must make time to observe, listen, and absorb uncertainty— especially when their teams are looking for clarity. 

In a world where AI, digital transformation, and shifting customer expectations are rewriting the rules, McGrath’s insights are a timely call to action. Strategy isn’t about having all the answers—it’s about asking the right questions and being brave enough to experiment. 

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Meet our Guest

Professor Rifa McGrath

Rita McGrath, a recognized strategy and innovation expert, is consistently ranked among the top 10 management thinkers in the world by the prestigious Thinkers50 and is a past winner of its coveted Strategy Award. The best-selling author of five books on leadership, business, and organizational management, she runs the Rita McGrath Group and is the founder of consultancy and innovation platform Valize. She is a trusted partner and strategic advisor in the C-suites of many of the country’s biggest and most well-known companies as they work to grow, evolve, reinvent themselves and see around corners.  

Rita is known for her energy, positivity, storytelling, and ability to connect with audiences. She is a sought-after corporate speaker, a longtime educator at Columbia Business School, author and host of the popular podcast and newsletter “Thought Sparks,” available on YouTube. Connect with her on LinkedIn and learn more at RitaMcGrath.com. 

Connect with Rita

Meet the Host

Jim Hertzfeld is Area Vice President, Strategy for Perficient.

For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.

Connect with Jim:

LinkedIn | Perficient

In a time of constantly evolving customer expectations, Perficient has established itself as a leader in delivering high-impact customer service solutions to the world’s leading brands. This dedication was recognized by the Business Intelligence Group’s 2025 Excellence in Customer Service Awards, where Perficient proudly claimed the title of Organization of the Year in the Internet and Technology category. 

A Commitment to Transforming Customer Experiences 

Perficient has been consistently collecting awards across categories, from industry awards like the eHealthcare Leadership Awards to partner awards like our Coveo Relevance: Accelerator Award. This year, Perficient is excited to be once again recognized, this time for the collaborative work around customer service and contact center we do with the world’s largest enterprises and favorite brands. By specializing in modernized customer service with AI-driven strategies, cloud solutions, and data insights, our experts bring innovation and impact from strategy to execution and beyond.  

When it comes to contact center and customer service solutions, our expertise spans omnichannel support, including phone, email, social media, chatbots, and messaging apps. We don’t just stop at providing tools—our experts craft tailored, proactive customer experiences that align with individual preferences. From reducing call volumes through AI-powered virtual assistants to streamlining operations, Perficient drives efficiency while elevating satisfaction. 

What truly differentiates Perficient is its people and partnerships. With thousands of skilled professionals worldwide and partnerships with leading technology companies like AWS, Microsoft, Salesforce, and Adobe, Perficient excels in implementing effective, enterprise solutions. Our industry-first approach ensures a deep understanding of our clients’ needs and customized strategies that drive real results. customized strategies that drive real results. 

Adopting AI to Overcome Contact Center Challenges  

In the last 12 months, Perficient has tackled industry challenges head-on. As businesses faced growing demands for seamless customer service amid logistical and operational hurdles, we’ve introduced innovative solutions to help clients overcome obstacles. These included AI-powered tools, site reliability engineering for eCommerce platforms, and enhanced customer outreach strategies to prevent lost sales due to out-of-stock scenarios. 

Additionally, Perficient guided enterprises through the complexities of adopting AI, helping brands scale solutions efficiently with streamlined deployment processes. 

Delivering Impactful Results 

The results we’ve been able to deliver for our partners speak for themselves. From deploying an AI chatbot for a global automaker, which increased site engagement by 76%, to handling 75% of patient calls for a nationwide urgent care provider, we’ve redefined what excellence in customer service looks like. 

Our work contributions and expert interviews have also garnered analyst recognition. Gartner and Forrester recently highlighted Perficient for its expertise in scalable AI deployment and its innovative use of GenAI in customer interactions. 

Driving the Future of Customer Service 

Winning the 2025 Excellence in Customer Service Award as Organization of the Year is a testament to Perficient’s transformative impact on how enterprises connect with customers. With a relentless focus on innovation, partnerships, and tailored solutions, we’ll continue to lead the way in reshaping customer service for the better. 

Perficient’s ethos inspires a future where businesses not only meet but exceed the expectations of their customers, one scalable, data-driven solution at a time.

Explore our contact center expertise and learn about other recent awards won.  

From Exploration to Integration

When the co-founder and “Senior Maverick” at Wired magazine, Kevin Kelly, speaks, you listen.

In our latest episode of What If? So What? Jim Hertzfeld sits down with Kevin Kelly, the Co-Founder of Wired magazine and one of the most respected observers of the digital age. Their conversation spans AI, organizational change, emotional technology, and the importance of staying endlessly curious.

It’s not about where the frontier is—it’s about how we navigate toward it.

“We discover things by using them.”

Kelly is quick to push back against the idea that insight can come from speculation alone.

“I think there’s a lot of Thinkism… the fallacy that you can figure things out by thinking about them,” he explains. “I think we discover things by using them.”

That simple shift—from theorizing to experimenting—is at the heart of innovation. He encourages direct interaction with new tools as the only real way to grasp their potential. “If I can’t use it, I want to talk to someone else who’s actually using them in some way. Because that’s where we’re going to learn.”

Innovation moves fast. Adoption moves differently.

While headlines often suggest exponential speed, Kelly brings the conversation back to reality.

“The frontier is moving very, very, very fast,” he says. “But the adoption is just going to take a long time… You can’t just introduce this technology nakedly. You have to adjust workflow, organizational shape… you have to adjust the infrastructure to maximize it.”

It’s not resistance. It’s pacing. And it’s a pattern we’ve seen before—he compares it to the slow but transformational adoption of electricity, which reshaped industries not just functionally but structurally. That same shift is playing out now with AI.

From digital to cloud to AI

Kelly observes that many companies aiming to embrace AI first seek to digitize, but that step alone may not be enough.

“There’s a step after digitization… which is they have to become a cloud company,” he says. “That’s really the only way that the AI is going to work at a large scale in a company like that.”

It’s not a warning. It’s a reflection—on what’s required to unlock the full potential of these tools.

When AI becomes emotional

There’s one dimension of AI that Kelly believes most people haven’t fully anticipated: the emotional bond.

“People will work with [AI] every day and become very close to them in an emotional way that we are not prepared for,” he explains. “It’s like… those who don’t have their glasses, and they need them to function. So, it’s not like falling in love with their glasses—it’s like, no, you are at your best with this thing.”

In that sense, AI won’t just reshape productivity. It may reshape the way we relate to technology altogether.

What does “digital” even mean anymore?

When asked to define “digital,” Kelly pauses. “At least in my circle, I don’t hear that term being used very much more,” he says.

But if pressed? He points to pace as the key distinction: not just whether something is digital or analog, but how fast it’s moving, how quickly it evolves.

That framing helps explain why some technologies feel modern and others feel legacy—it’s not just the format. It’s the momentum.

“You’re going to be a newbie for the rest of your life.”

Kelly closes the conversation with one piece of advice that applies to everyone, at every stage:

“No matter what age you are, you’re gonna spend the rest of your life learning new things,” he says. “So, what you want to do is get really good at learning… because you’re gonna be a newbie for the rest of your life.”

It reminds us that in a world of constant transformation, our greatest advantage isn’t what we know—it’s how we grow.

Listen to the full conversation

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Meet our Guest – Kevin Kelly

Kevin Kelly is Senior Maverick at Wired magazine. He co-founded Wired in 1993, and served as its Executive Editor for its first seven years. His newest book is Excellent Advice for Living, a book of 450 modern proverbs for good living. He is co-chair of The Long Now Foundation, a membership organization that champions long-term thinking and acting as a good ancestor to future generations. And he is founder of the popular Cool Tools website, which has been reviewing tools daily for 20 years. From 1984-1990 Kelly was publisher and editor of the Whole Earth Review, a subscriber-supported journal of unorthodox conceptual news. He co-founded the ongoing Hackers’ Conference, and was involved with the launch of the WELL, a pioneering online service started in 1985. Other books by Kelly include 1) The Inevitable, a New York Times and Wall Street Journal bestseller, 2) Out of Control, his 1994 classic book on decentralized emergent systems, 3) The Silver Cord, a graphic novel about robots and angels, 4) What Technology Wants, a robust theory of technology, and 5) Vanishing Asia, his 50-year project to photograph the disappearing cultures of Asia.  He is best known for his radical optimism about the future.

Learn More about Kevin Kelly

Meet our Host

Jim Hertzfeld is Area Vice President, Strategy for Perficient.

For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.

Connect with Jim:

LinkedIn | Perficient

My dad generally does not have a very strong opinion about anything. His best reaction was when we went to see the Taj Mahal in Agra, India and he said … “it’s good”. Not someone who will applaud anything vociferously. When he heard about the whole manifestation spiel from my sister, he recommended us to read Psycho-Cybernetics by Dr Maxwell Maltz, a 1960s book he read as a young man that he says “was amazing”.  Coming from someone whose emotional range is “okay” to “could be worse,” this was basically his version of fireworks… Naturally, I decided to check it out…

I expected old and outdated self-help type advice… the kind of “grind harder” energy of the war era that feels like it belongs in black-and-white movies. But instead? It did hit different. It felt modern, relevant, and annoyingly… effective. Hence this blog.

A Plastic Surgeon Turned Epistemologist (I know … big word for brain transformation)

Dr. Maxwell Maltz, the author of Psycho-Cybernetics, was a cosmetic surgeon in the 1960s who noticed something unusual: fixing someone’s nose or scar didn’t always fix how they felt about themselves. Turns out, their self-image… the mental picture they had of themselves… didn’t update with the surgery.

That’s when Maltz cracked the code: Your self-image is basically your brain’s blueprint its operating system. It’s like the app running in the background that controls how you act, react, and even hold yourself back. If your self-image is outdated, no amount of external changes will make a difference. But if you can rewire it? It could be a game-changer.

Gen Z Did NOT Invent Manifestation?

Okay, let’s talk manifestation. You’ve seen it… people whispering affirmations into their oat milk lattes, crafting vision boards with magazine clippings and pinterest boards, journaling their dream lives like they’re already living them. The vibe? If you focus your thoughts and energy enough, good things will find you…

But guess what? Maltz was onto this way back in 1960… before TikTok made it a trend. His version wasn’t about crystals or cosmic timing; it was about mental rehearsal. Picture your goals so clearly and consistently that your brain starts treating them like real experiences. No props!!

The Theater of Your Mind

Maltz called this technique “The Theater of the Mind.” Imagine yourself achieving your goals… like actually see it happening in your head. Whether it’s acing a presentation or finally asking out your crush without turning into a bundle of nerves, you rehearse it mentally until your brain starts to believe it…

It’s not magic; it’s mechanics. Your brain doesn’t know the difference between real and vividly imagined. So instead of overthinking or getting lost in distractions, you train your inner autopilot to aim higher…

Failure and Feedback

Here’s the part that stayed with me: failure isn’t a sign you’re not capable… it’s just feedback for your brain to adjust course. Maltz compared it to your GPS… when you make a wrong turn, it doesn’t panic …  it just calmly recalculates and finds another way…

For someone raised on perfection and performance, this was freeing. Mistakes aren’t the end… they’re just part of the route…

So… Is This Just Another Self-Help Book?

Maybe, the tropes are similar, but the styles and the tools aren’t. Psycho-Cybernetics isn’t about wishing for miracles… it’s about understanding and reshaping the self-image that quietly directs your everyday life. When you change how you see yourself, everything… your habits, your confidence, even your presence… begins to shift.

I started believing I could handle challenges that once made me retreat. And more than anything, I realized that a lot of my so-called “personality quirks” were just old thought loops on repeat.

Vintage Science Meets New-Age Glow-Up

If you’re into manifestation… scripting dream lives at 11:11 or creating mood boards full of palm trees and future homes… ask yourself this: what’s your self-image doing while all this is happening? Because no matter how often you visualize success, the author emphasizes that if your inner dialogue still sometimes doubts your worth, that vision may never fully land.

Maltz figured this out decades before hashtags and highlight reels. And maybe that’s why my dad felt a shift when he read this book… and why I’m feeling something similar now just at a different age, in a different world… Turns out, rewiring your brain never really is never going out of style. Try it, I highly recommend, or as my dad said its an “AMAZING” read.

In the new episode of the “What If? So What?” podcast, Jim Hertzfeld and Deena Piquion, chief growth and disruption officer at Xerox, discuss how disruption and digital transformation can position companies to succeed in a rapidly changing technology landscape.

Deena is leading Xerox on a unique and pivotal reinvention journey as the company undergoes a significant transformation, expanding beyond its traditional print and copy services. Deena explains how the company is now focusing on enabling the modern workforce with AI-powered platforms, workflow automation, and IT solutions.

Data plays a crucial role in Xerox’s digital transformation strategy and highlights the importance of integrating data from various sources to create a unified view that enables better decision-making and more effective marketing.

Listen to the podcast to hear more about internal disruption and digital innovation!

Listen now on your favorite podcast platform or visit our website.

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Meet our Guest

Deena Piquion, Chief Growth and Disruption Officer, Xerox

Deena Piquion is chief growth and disruption officer at Xerox. She previously served as chief marketing officer, and senior vice president and general manager of Xerox Latin America operations. Prior to joining Xerox in 2019, she was with Tech Data Corporation, where she last served as vice president and general manager of Latin America & Caribbean.

She is a member of the Advisory Board of Teach for America Miami Dade County, a nonprofit organization dedicated to educational equity and excellence. Deena was awarded the Florida Diversity Council Glass Ceiling Award in 2016, was selected as a CRN Women of the Channel Honoree in 2017, and was named to Diversity First’s Top 50 Women in Tech 2021 and Top 100 CMOs in 2022.

Deena is actively engaged in her community and passionate about supporting children’s cancer research, and diversity and inclusion in technology. She is a dynamic blogger who created her own branded platform to share tips on personal and professional growth with an engaged following in the industry.

Connect with Deena

Meet the Host

Jim Hertzfeld is Area Vice President, Strategy for Perficient.

For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.

Connect with Jim:

LinkedIn | Perficient

There’s no doubt that every Director or Manager wants a high-performance team that delivers the best results and allows them to focus on building new business opportunities.

Come on, let’s face it! If we were comparing a work team with a sports team, who wouldn’t want to have a Barcelona Soccer Club, the Dodgers baseball team, or the Philadelphia Eagles in American football?

It’s easy to think and say, right? But where does the secret for building high-performance teams lives?

Martin Zwilling, founder and CEO of Founder & CEO at Startup Professionals, Inc., recommends the following list of actions for both entrepreneurs and senior executives to achieve the highest performance from team members (Zwilling, 2020):

Clearly and iteratively communicate team goals and objectives: 

Don’t rely on those who understand the message quickly; at least repeat it five times in different forums to ensure it was heard and understood.

Define and document role content and standards for performance: 

Don’t assume that team members already know what the expected standards of excellence are.

Give team members the right to make decisions in their role. 

Remember that micromanagement is not an effective way to achieve top performance. Instead, you can practice process coaching and let the team make their own decisions and improve step by step.

Relay regular informal observations on progress and results. 

Take the time to provide informal feedback weekly or even daily. This will help address gaps gradually and increase the team members’ psychological safety.

Give team members the training, tools, and data to do the job. 

As a Scrum Master working in an agile framework, you are a servant leader. Team members cannot be top performers without necessary resources. Leaders should anticipate these requirements, listen carefully to feedback from team members, and provide resources on a timely basis.

Diligently provide follow-up and support on assistance requests. 

As a leader you should recognize and support your team in situations that go beyond their domain.

Reward positive results. 

Recognition is important for leveraging the team members confidence and the team’s health.

Related to this topic, the Center for Human Capital Innovation provides also some examples and key factors for high-performance teams:

1992 US men’s Olympic basketball team, known as the “Dream Team” tell us that “the essence of a high-performance team isn’t found in the individual capabilities of its members but in their ability to adapt, learn, and evolve into a synergistic unit. This transformation was marked by a shift in the team’s approach to playing together, emphasizing mutual understanding, trust, and a unified strategy” (Center for Human Capital Innovation, 2024).

Taking in consideration the last paragraph, high-performance teams relays on:

• Shared Vision and Direction by aligning team members to a common objective.
• Quality of Interaction: ensure trust, open communication and desire to embrace conflict happens.
• Sense of Renewal: high performer teams should feel empowered to take risk and innovate.

On the other hand, Expert Panel a former Forbes Councils Member provide these tips for optimizing the team’s level and avoid burnt out as well: 

• Set boundaries and priorities between work and personal life.
• Encourage your team to succeed by discussing the goals so everyone is on the same page with priorities, timelines and deadlines.
• Identify tasks to be automated so everyone can have more time for learning, improve their performance and also have more time.
• Be transparent by sharing the business case, listen to the team’s feedback and ensure everyone feels valuable on what their role provides to the business.

I hope these tips will help you to get your desired top performer team. Be patient but most importantly, work on it!

Bibliography:

• Zwilling, M. (2020, 16 julio). 7 key steps to getting top performance from your team. https://www.linkedin.com/pulse/7-key-steps-getting-top-performance-from-your-team-martin-zwilling/
• Innovation, C. F. H. C. (2024, 8 abril). Managing High-Performance Teams: Strategies for Success. https://www.linkedin.com/pulse/managing-high-performance-teams-strategies-wcl8e/
• Panel, E. (2023, 2 junio). Council Post: 20 tips to Optimize your Team’s Performance level Without burnout. Forbes. https://www.forbes.com/councils/forbeshumanresourcescouncil/2023/06/02/20-tips-to-optimize-your-teams-performance-level-without-burnout/

In the latest episode of the “What If? So What?” podcast, Jim Hertzfeld speaks with Andi Orzehoski, director of brand content and digital communications at LyondellBasell. Andi shares her expertise on sustainability, digital transformation, and the critical role of change management in driving business success.

The concept of a circular economy is one of the key topics discussed. Andi emphasizes the importance of extending the lifecycle of materials through recycling and reusing, ultimately contributing to a more sustainable future.

Andi’s role at LyondellBasell entails overseeing brand content and digital communications. She explains how these elements are interconnected and essential for delivering a cohesive customer experience.

In the digital age, even traditional B2B companies must embrace transformation. Andi explains how digital tools and platforms play a crucial role in LyondellBassell’s operations, from interacting with customers to achieving sustainability goals. She stresses the need for businesses to stay current with digital trends to remain competitive.

Finally, Andi and Jim discuss how effective communication and strategic planning are vital for successful adoption of new initiatives. By understanding the human psychology behind change, businesses can navigate challenges and drive meaningful progress.

Want to learn more? Tune in to the full episode of “What If? So What?”

Listen now on your favorite podcast platform or visit our website.

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Meet our Guest

Andi Orzehoski, Director of Brand Content and Digital Communications at LyondellBasell

Andi Orzehoski is a seasoned digital marketing, communications, and content strategist who is supremely passionate about innovation and team building, enhancing operations, and fostering creativity.

She serves as the director of brand, content and digital communications at LyondellBasell, a leader in the global chemical industry. Andi has worked in-house and as a consultant for organizations across industries, corporate functions, and locations, and has been integral to developing, implementing, and scaling successful teams and programs in complex and highly regulated markets.

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Meet the Host

Jim Hertzfeld is Area Vice President, Strategy for Perficient.

For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.

Connect with Jim:

LinkedIn | Perficient

In the latest episode of the “What If? So What?” podcast, Jim Hertzfeld had the pleasure of speaking with Efi Pylarinou, a renowned FinTech expert, speaker, and author of “The Fast Future Blur.” Efi shares her journey from Wall Street to becoming a leading voice in financial technology and innovation. The conversation covers a wide range of topics, including the concept of everywhere banking, the impact of AI, and the future of financial services.

Efi Pylarinou’s career has taken her from the cutthroat world of Wall Street to the serene landscapes of Switzerland. With a background in traditional financial services, Efi has witnessed firsthand the transformative power of technology in the industry and emphasizes the importance of adapting to new tech cycles and the challenges posed by legacy systems.

One of the key topics Jim and Efi discuss is everywhere banking, which encapsulates two industry trends: open banking and embedded finance. Efi explains that financial services are no longer confined to physical branches or mobile apps. Instead, banking can be integrated into commerce sites, travel platforms, and educational portals. This shift is driven by advancements in technology and changing consumer expectations.

Efi also highlights the critical role of AI in financial services. While AI is not new, recent advancements have opened up new possibilities for intelligent banking. However, she stresses that simply using AI as a tool is not enough. Businesses need to adopt an AI-native mindset to truly harness its potential.

Another significant trend is the evolution of digital identity and blockchain technology. Efi talks about how these innovations revolutionize our thoughts about money and financial transactions. With more than 90% of central banks exploring digital currencies, the future of money is poised to change dramatically.

Listen to the full episode to stay updated on the latest trends in FinTech and financial services.

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Meet our Guest

Efi Pylarinou, Top Global Tech Thought Leader On FinTech

Dr. Efi Pylarinou is a seasoned Wall Street professional and ex-academic who has become a Top Global Fintech, Linkedin, and Tech Thought Leader. Author of The Fast Future Blur, she’s also a domain expert with a Ph.D. in Finance, founder of the Financial Services Intelligence Hub, a prolific content creator, and Faculty at Fast Future Executive.

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Meet the Host

Jim Hertzfeld is Area Vice President, Strategy for Perficient.

For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.

Connect with Jim:

LinkedIn | Perficient

What if Tech Could Be More Human?

In this episode of “What If? So What?” Jim talks with Kate O’Neill about making human-friendly tech decisions.

In a world that’s moving faster than ever, how can leaders make technology decisions that benefit both the business and the humans they serve? That’s the question Kate O’Neill, tech futurist and author of “What Matters Next: A Leader’s Guide to Making Human-Friendly Tech Decisions in a World That’s Moving Too Fast,” explores in the latest episode of “What If? So What?”

Why Human Experience Is Bigger than Customer Experience

Kate highlights the difference between customer experience and human experience, pointing out that people are more than the roles they play as buyers. Decisions that optimize efficiency, like Amazon Go’s no-touch payment model, may seem like progress—but what happens when those innovations remove opportunities for connection? Leaders must consider the broader impacts of their choices on society and human behavior.

Future-Proofing Isn’t Enough: Be Future-Ready

The future isn’t a fixed path, Kate explains. It’s a prism of possibilities, shaped by the decisions we make today. Instead of trying to “future-proof” their businesses, leaders should prepare for multiple futures by asking two key questions: “What’s most probable?” And “What’s most preferred?” The gap between the two reveals the work needed to shape tomorrow.

A Call for Meaningful Leadership

Kate’s message to leaders is simple yet profound: purpose and meaning matter more than ever. Purpose isn’t just a buzzword—it’s the shape that meaning takes in business. Leaders who focus on what matters now and what will matter next can create technology that drives innovation and serves humanity.

Learn More in Kate’s Book

For more actionable insights and thought-provoking strategies, check out Kate’s latest book, “What Matters Next: A Leader’s Guide to Making Human-Friendly Tech Decisions in a World That’s Moving Too Fast.” Packed with frameworks and tools, it’s a must-read for leaders navigating the intersection of technology and humanity.

Listen now on your favorite podcast platform or visit our website.

Subscribe Where You Listen

Apple | Spotify | Amazon | Overcast

Meet our Guest

Kate O’Neill, , CEO of KO Insights, “Tech Humanist” and Author

Kate O’Neill is a digital innovator, chief executive, business writer, and globally recognized speaker widely known as the “Tech Humanist.” She is the founder and CEO of KO Insights, a strategic advisory firm that enhances human experiences at scale through data-driven and AI-led interactions.

Kate has worked with prestigious clients like Google, IBM, Microsoft, and the United Nations, and she was one of the first 100 employees at Netflix. Her groundbreaking insights have been featured in the New York Times, the Wall Street Journal, and WIRED, and she has shared her expertise on NPR and the BBC.

Kate has been honored with numerous awards, including and a spot on Thinkers50’s list of the World’s Management Thinkers to Watch. With six influential books under her belt, including “Tech Humanist,” “A Future So Bright”, and her latest, “What Matters Next.”

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Meet the Host

Jim Hertzfeld is Area Vice President, Strategy for Perficient.

For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.

Connect with Jim:

LinkedIn | Perficient