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Sure, bourbon and ice cream and \u2013 how to get rid of this horrible COVID-weight have taken predominance in those talks\u2026 but also, great chats about the future of CX and the way to better support it.This is going to be a short one because I only have 1-2 links, but also have one great nugget that continues to come through in conversations that makes me very hopeful. I’m going to let you hang on to the success of what that is for a couple more paragraphs while I share three links with you that I thought were interesting.\ud83c\udfbc Any way you want it, that’s the way you need it \ud83c\udfbcA few weeks back I told you about a great discussion I had about measuring sentiment in CX. I told you how the concepts of sentiments and feelings is not measurable, but more of a binary thingie.If the sentiment is present, you must act \u2013 not worry about how upset or happy someone is during the interaction. In the process of trying to verify my binary sentimentality concept, I came across this link \u2013 an introduction to a framework on behavioral mapping.I will confess, did not have a lot of time to go through this in detail \u2013 but what I saw it\u2019s quite interesting: forget understanding the journeys and the intent for the journeys, that\u2019s easy (well, not really \u2013 but my argument is not made unless I say that), trying to figure out what the behaviors are behind those intentions and journeys is where it\u2019s at.If you think about it, if you read and studied behavioral sciences, our actions are guided by behaviors. If you have a question, you will instinctively seek an answer. It sounds simple, but \u2013 the method or process or\u2026 journey you chose to seek that answer is what determines the buyer journey, the customer journey, the seller journey, etc.But, what if – and hang with me here – what if we could not focus on the journey, but rather on what caused the journey to begin? What if we could understand where the behavior to seek an answer begins?      What is neuromarketing? How your brain responds to branding                The more neuroscientists learn about the brain, the more social psychologists understand about consumer behavior, and the more marketers can apply these insights to branding and building customer trust.      If you can use behavioral and cognition elements (and cognition makes 100% of what we call AI, just as a reminder) to know when, where, and how the behavior will begin to seek an answer to a question \u2013 even personalized by individual customer (although I suspect that is not necessary as most behaviors are similar among different segments\u2026 but don\u2019t want to get too far ahead), can you:Predict better what the journey will be?Prepare it?Support it?As I said, haven’t had a chance to explore this in length \u2013 but am encouraged to know there are smart people out there looking at how we can do this better that are going to the source of the interaction and engagement: the behaviors.Read all of the ‘In a CX Minute’ content HERE.Intellectual sparring takes to the webSecond, I have tentatively secured an interesting conversation for the next couple of weeks for the next \u201cI don\u2019t know what I am doing \u2013 with friends\u201d video series; he agreed, we need to set it up.\u00a0 Dr. Graham Hill and I go back some decades.\u00a0 We have been intellectual sparring partners for some time. There are few people who read and research the topic of CX as well as he does.Follow the link I pasted above, it\u2019s his LinkedIn profile, and look at his posts from recent. He is ending a series (that I cited here before) on customer journeys and company pathways (part of what I want to discuss with him on a video) that it was very well received, had some incredible nuggets of information, and he also wrote an article on MyCustomer.com last week about it.I won\u2019t give it all away \u2013 please read some of his stuff \u2013 because I don\u2019t want to bias the video we will record \u2013 but trust me, you will want to hang around for that one.\u00a0 And for those who known me for some time \u2013 no, hell is not freezing over just because Graham and I agree on a few points, and we are going to have a chat\u2026. Relax.\u00a0 Some people do tend to become better with age, others (me) simply find fewer things to disagree on.Rounding up this, the summary of the conversations I promised you (I guess I had more to say than I thought — this is not going to be that short…).There is one item that’s been making the headlines of my formal and informal chats this week: we are amidst the largest expansion for platforms (in cloud terms, PaaS if you want to be didactic) in recent memory, if not ever.I am talking about using platforms as integration points, as distributors of work, as aggregators of security, and many other things. If you ask me, as we begin to create a mainstream conscience of what platforms are \u2013 beyond marketing hype \u2013 we begin better conversations about this.As a vendor, the goal I should have (and there are both internal and external disagreements in my meetings about this) is not to own the functionality \u2013 that can be easily integrated into the platform from a capable partner or third-party, but to own the entry points and the data for the transactions.Without becoming too contentious, or boring, if I can own the processing of the transaction and the insights that arise from that \u2013 nirvana (I still believe Nevermind is one of the masterpieces of music, fight me on that).      The future of shopping: Here we are now, entertain us                The future of shopping is entertainment. It's not enough to have an online storefront \u2013 brands must do more. Consumers today are looking for novel, immersive, and entertaining shopping experiences.      But these discussions in the past have been marred by fiefdoms and silos. It seems, early days, that we are finally getting past the issue of who\u2019s ball it is, and we are focusing on how we all can play better together. And that\u2019s wonderful.Many conversations, both internally and externally, lately about this \u2013 and the culmination (so far, but so much more work to be done) of those discussions was the understanding that platforms and ecosystems are the way to go. Sure, I’m biased to see it that way \u2013 but trust me on this: we’re going to be ruled by platforms doing the work of integrating and aggregating \u2013 and this time we are finally talking about the real technology platforms.I will have a lot more to share and discuss on that when we resume this conversation on a timely manner after I get off the road for a while. Meanwhile, from somewhere in the heartland of the great ole US of A \u2013 signing off, late belter than never \u2013 on this CX minute.(in case Wondrous Jenn doesn\u2019t have the time to properly present this entry \u2013 here is the link to the collection of these minutes. Also, I am writing my second diatribe on ZDNet next week, including a more detailed explanation of how CX is progressing in the world \u2013 so stay tuned for that\u2026 my first entry talking about miserable interactions is here)Talk to me, GooseThis content is hosted by a third party ( www.youtube.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowLet\u2019s make this better\u2026. Find me in Linked-In, via the world\u2019s worse kept secret (my email address) but never again on Twitter (they blocked me from even accessing my DM\u2019s, last thing I used to do there, because I did not want to compromise my privacy further – whatever) or any other place.\u00a0 Yes, I get the irony \u2013 trust me, I am reminded of that weekly\u2026See you soon.  Seamless. Fast. Personalized. Customers today want it all. Can you deliver? 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