
How CXOs can lead transformation in the AI era
The role of the Chief Experience Officer (CXO) is undergoing a profound transformation in the age of AI. Here are the tools and strategies to lead this transformation effectively....

by Susanne May Published July 3, 2025 in Brain Circuits • 3 min read
If this sounds familiar, it’s not because your people aren’t talented, but because the way they work together isn’t designed for success. Talent is not the secret sauce that separates good from great teams: what makes the difference is culture.
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If the first instinct when something goes wrong is to find out who messed up, the team is already in trouble. This behavior kills trust and discourages risk-taking.
Slow, messy decision-making is a silent killer in teams. Circling the same issue in multiple meetings, waiting for consensus, or avoiding a call because no one wants to be the one who makes the wrong call leads to stagnation.
Beware of the “all-talk, no-action” trap. This is when meetings become updates instead of decision-making spaces – people leave a room without knowing what’s happening, who’s responsible, and when.
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Start by asking the following questions:
Invites a pause and check-in on strategic alignment.
Gets underneath the delay without judgment and targets the “drag.”
Shifts sharply from blame to learning; behavior check.
Combines clarity and adaptive ownership.
Brings an outside-in lens, pressure tests for real-world effectiveness.
These are small questions, but the answers reveal a lot. Even something as simple as shifting a weekly meeting from updates to decisions can unlock huge gains in momentum.
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The most successful teams balance structure with flexibility, psychological safety with accountability, and speed with thoroughness. And remember: talent sets the ceiling, but culture determines how close you get to it.

Founder and CEO of May & Company
Susanne May is the founder and CEO of May & Company. She is a global expert in organizational culture and leadership with 30 years of experience. May pioneered a hybrid model combining strategic consulting with CultureUp, a SaaS platform for activating culture at scale. She has advised organizations including the World Bank, World Economic Forum, The Walt Disney Company, and UNICEF, helping leaders and teams align culture and strategy to drive sustainable performance.

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