Outdoor Retailer

"We want to love the way we work together and for customers to love the things we build."

What shifted was not just how teams worked, but how they developed the capability to improve their own system.

At the time, the need for this shift wasn’t fully visible—but it became critical as teams needed to stay productive during COVID-19.

When teams begin to own how their system evolves

Teams began experimenting across boundaries—not because they were told to, but because they could.

“We were able to try some more advanced cross-team experimentation to see if we could iterate on problems quicker”