SAS's Jonathan Moran on experience debt: your brand under peak load is your real brand

The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX · Sep 30, 2026 · 28m

Brands have spent millions building out customer experience platforms — so why does the experience so often fall apart at the exact moment it matters most?

Agility isn't just about moving faster or scaling up. It's about staying recognizably yourself when the pressure is highest — so the experience still holds together when every system is under strain.

Today we're going to talk about what happens when the experience you designed on paper collides with the reality of peak customer demand. Specifically, we'll cover:

- The idea of "experience debt" — and why high-traffic moments are where the…