In the world of ecommerce consumer decisions are made in seconds. Whether it’s a first impression, purchasing decision, or change of heart—seconds can make or break a customer outcome. It’s no coincidence that within seconds of making a buying decision, I can complete the purchasing process online. With the click of a button, voice command, or automated subscription—I can’t spend my money any faster or easier.

Just the other day, as I was scrolling through my never-ending reading list, I stumbled upon an article on customer experience which made me raise my eyebrows. If it weren’t for two of my three mischievous puppies picking a fight over a dirty sock, I would have probably emailed the author.

Getting the right information to or from the right people in a large organization is easier said than done. True collaboration, the workflow gold standard for scaling companies, can sometimes seem like a pipe dream. To fill the gaps, many of us are inclined to include people via forwarding emails or cc’ing people on them—at times, over-including people to a fault.