Data is your eyes, not your brain.

The entire customer or user experience - from raising awareness, to buying a product / taking action, to getting customer support - is going digital.

Technology creates the context for persuasion, but content persuades. Technology helps get content to the right people at the right time. The content still has to influence. Delivering the wrong content at the right time is as bad as delivering the right content at the wrong time.

My curling personality really had the killer instinct, compared to the real me. I kind of liken it to when a surgeon is going into the operating room and has to put his game face on. But in real life, he might be a charming guy to have a beer with. Everybody always told me that I had Maurice Richard eyes when I competed; that the intensity that was on my face was scary. But that was what I needed to bring when I stepped on the ice. And even to this day, when I get on the rink, that person comes out pretty quickly. My brain and body know that I'm going into battle.

If you're lucky on a team, even if you're not sisters or brothers, you become such a family that you get that kind of open and honest relationship. Where the chemistry is great and even if tempers flare, you forgive each other. I was always looking for a sisterhood. You're not always lucky enough to get that magical chemistry, but you can't win without it.

Data is your eyes, not your brain.

If we continue to treat content as an extra to information architecture, to content management or to anything else, we miss a bright opportunity to influence users. Content is not a nice-to-have extra. Content is a star of the user experience show. Let’s make content shine.