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We are on the cusp of another major shift in the focus of experience design, one that moves far beyond the impact of individual products and services. What if, instead of pulling out the full potential of our products and services, we focused instead on pulling out the full potential of ourselves?

The Gore model changes the traditional role of the leader. The leader's job is to make sure the culture is healthy: Is it working as a system? Are teams coming together? Are we getting diverse points of view? Are the best ideas rising to the surface? Our leaders have to be comfortable with not being at the center of all the action, with not trying to drive every decision, with not being the most strategic person on the team or the one with the most thoughtful ideas. Their contribution is to help the organization scale and be effective.