Mark Smith — Co-Founder, Institute for Journey Management
Published:
The real benefits from a transformation to become truly journey centric are a long-term win…We’re talking about doubling your growth rate over a five year period… but it often gets left behind. Smaller wins this quarter… When everybody’s in a job for an average of three years, who wants to build a five year plan?
What does Mark Smith say on The Agile Brand with Greg Kihlström?
Mark Smith, Co-Founder, Institute for Journey Management, says: Former competitors Mark Smith and Raymond Gerber discuss the need to reboot journey management at enterprise scale, arguing that technology is ready but organizational mindsets, vendor fragmentation, and short-term thinking have blocked widespread value. They outline a pragmatic, incremental approach to journey-led transformation that requires cross-functional ownership and positions AI as an accelerant that increases the need for centralized journey context and orchestration.
From: The Agile Brand with Greg Kihlström
Cite as: Mark Smith. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/mark-smith-the-real-benefits-from-a-transformation-to-become-truly-jour