Best practice makes a great starting point but a mediocre end game. Why? It simply doesn’t create sustainable competitive advantage. For that you need to craft experiences that are not just well designed and seamless but experiences that are meaningful, purposeful, distinctive to the brand and - ultimately - transformative in your customers and employees lives. You need experiences that are purposefully distinct. An experience that is purposefully distinct is not just deliberately distinct but purposeful in a deep, meaningful and human way that is unique to the organisation that delivers it. This concept is particularly effective for more ambitious transformation projects - especially ones with multiple touchpoints and stakeholders - and uses storytelling to create meaning and competitive advantage in design.