Wikipedia : In physics, elasticity (from Greek ἐλαστός “ductible”) is the ability of a body to resist a distorting influence or deforming force and to return to its original size and shape when that influence or force is removed. Solid objects will deform when adequate forces are applied on them. If the material is elastic, the object will return to its initial shape and size when these forces are removed.
The analogy holds. The experiential fabric & membrane, where rubber meets road ( delivering moments of truth ) are subject to forces such as delays, non positives, inconsistencies and breaches of trust and brand promises. How far the fabric resists these distorting influences will depend on how the molecules within are bonded.
These “molecules” are gluons of authenticity. We have an innate bs-o-meter in all of us; some people are just full of it.
Working in agile pods and adaptive teams, all focused on relentlessly on the delight of customers will bode well. It’s through these internal circles of trust, that we forge larger concentric circles eventually enveloping all customers. Treat our employees better, and they in turn will treat their customers better.
The optimism of #Purpose & science of #design in forging #digital customer experiences! Opinions my own! 
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