Season 2, Ep. 12 | ‘Bridjr’ To More Human-Designed Experiences: Part 2
In this second part of the conversation with Anita Ghosh, founder and CEO of Bridjr, we go deeper into what is really missing from most transformation efforts. We talk about why organizations keep failing at digital transformation, why technology alone is not enough, and why human adoption is the real driver of return on investment.
Anita brings a powerful, practical framework that connects strategy, systems, and soul to the work. We discuss how organizations are building compound debt when they ignore the human experience and Anita offers insights from her own journey that provide leaders with a blueprint for what they need to do differently.
We explore how to communicate during change and why the future of business depends on designing for human adoption to deliver compound value. If you are leading change in your organization, this episode is a must listen. It is one of those conversations that forces you to rethink what success really looks like.
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Show Notes
Anita Ghosh has spent her career asking a question most organizations avoid: why does transformation so rarely deliver what it promises?
As a senior executive inside some of the world's most complex organizations, Anita was accountable for the kind of capital investment where failure has real consequences. She saw the same pattern everywhere: enormous resources poured into change initiatives that looked right on paper but quietly accumulated invisible debt. Lost trust, disengaged employees, customers who never adopted, and ROI that never materialized.
She built Bridjr to fix that.
Anita is the Founder and CEO of Bridjr, a category-defining growth architecture company that does what the market has failed to do: operationalize human truth into business impact. Through Bridjr, she has developed a portfolio of proprietary software, products, and operating systems that translate emotional and behavioral insight, paired with human context, into systems that predict adoption, build trust, and drive measurable impact. Her flagship methodology, Bridge to Impact, integrates strategy, systems, and soul into a single architecture for growth that drives adoption, builds belief, and creates growth that compounds.
Bridjr has been recognized as Best Transformation Consultancy internationally, a Top 10 CX Company in North America, and a Top 50 Most Innovative Company in Canada. Anita has been named among the Most Influential CEOs in Consulting and has spoken on stages from Stanford to the World Economic Forum in Davos.
For Anita, the recognition matters less than what it represents: proof that a different model works. That human intelligence, real insight into what people believe, fear, trust, and need, is not a soft input. It is the hardest, most economically decisive lever in business. That the compound debt of transformation done poorly is one of the largest hidden costs organizations carry. And that the leaders who learn to see it, design systems that account for it, and build for it will outperform those who don't.
She believes business shapes the human experience at scale. Her mission is to make sure that power is used well, building organizations where economic value and human value multiply each other.
Key More Elephant Takeaways in this Episode:
Anita shares the need to ensure human adoption is at the heart of transformation efforts and very often, most strategy frameworks are missing the customer voice.
Failure to build human-centered systems creates debt across technical systems, operations, culture, brand, and experience. This debt grows over time and reduces the value of every investment.
Approaches anchored in strategy, systems and soul will drive business value and help solve for the messy middle of change management.
and more…
More About Anita Ghosh and Bridjr:
LinkedIn | Bridjr.com
Transcript
More Elephant Intro
[00:00:38] Jason Rudman: So Anita, as we pivot from the personal and a rich outline of vulnerability and things that got you here, observations you've had, you have this really, really unique ability to, I think, step outside of yourself, see what's going on in the world. That causes me to ask you about Bridjr's journey, the company that you have, you started in
customer experience consulting. What led you to become a change momentum company?
[00:01:07] Anita Ghosh: Ah, there's so much to unpack in this. So, when I started Bridjr, we were deeply rooted in customer experience, informed by human-centered design. And specifically, what we were trying to help our clients understand is that when you think about experience design, there are a set of functional attributes, which is where most organizations at the time and honestly still today, focused their attention.
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