5 Counter-Intuitive Truths About Tech, Purpose and People from CX Innovator Vincent Lacsamana

Businesses today are drowning in the noise of digital transformation and AI. The pressure to adopt the latest platform and optimize every metric is deafening, pushing leaders to focus on tools and tech above all else. But what if the key to unlocking true, lasting innovation isn’t about the technology at all?

After 15 years helping Fortune 500 companies navigate the intersection of customer strategy and technology, Vincent Lacsamana, founder of the certified B Corp Premium Blend Consulting, offers a more human-centered perspective. He’s learned that the most successful systems are built on a foundation of empathy and purpose. We recently spoke with him about his approach on our CX-WISE podcast.

This article shares five surprising takeaways from that conversation — insights that challenge conventional wisdom and reveal what it truly means to build something that lasts.

1. Digital transformation isn't about digital tools

Picture a typical digital transformation project: months are spent procuring expensive software, followed by a company-wide mandate to adopt it. Yet, engagement fizzles and the promised efficiency never materializes. This scenario is common because it’s based on the industry’s biggest myth: that technology drives transformation. For Vincent Lacsamana, this approach is completely backward. Success, according to him, hinges entirely on the human elements: navigating the fears, worries and intrinsic motivations that surface whenever change is introduced. It’s a “very human deep exercise.”

"...tech alone doesn't drive the transformation. That's really the myth we typically have to debunk... The best tool won't be adopted properly unless there's clear alignment across purpose, the people, the process, and ultimately, a culture within the organization that's ready for change," Lacsamana says.

This human-first approach is what businesses need to focus on. Without addressing the underlying culture and aligning the team around a shared mission, even the most advanced technology is destined to fail.

2. The real job of AI is to serve, not replace, human connection

Lacsamana is guided by a "Jurassic Park" principle he evangelizes to every client: "just because we can do something with tech doesn't always mean we should." In an AI-driven age, he argues that technology’s primary role should be to enhance and serve human connection, not automate it away.

He points to the "swivel chair" effect as a tangible example of what technology can't replicate: the simple, powerful act of turning to a colleague in person for help. That small, human interaction builds community and customer loyalty in a way that purely digital workflows cannot. "The amount of longevity and retention that actually provides to a business is massive," he says. "Specifically in today's AI-driven age, tech should be serving connection and not replacing it."

The risk of ignoring this principle is clear: when we automate too much, we erode "the resonance and the equity of the brand," leaving customers with an efficient but hollow experience.

3. The most effective business formula puts purpose first

The industry-standard framework for business operations is often cited as "People, process and platform." It’s a logical sequence, but Lacsamana offers a profound reframing. This shift was born from his own journey — a minimalist path that led him from a high-powered job in New York to founding a company built on a deeper sense of meaning.

His alternative model is "Purpose, people and then platforms."

By putting purpose first, an organization establishes what he calls "sacred things" — the core mission and vision that guide every subsequent decision. This allows the right people and processes to follow more naturally, preventing the mission from being eroded by conflicting performance metrics. This philosophy is so central to his work that he built Premium Blend as a certified B Corp, grounding the company in an accountability framework designed to protect its "why."

But protecting that purpose requires a new way of measuring success — one that moves beyond simple performance metrics.

4. The most important CX metric isn't what you think

A major trend is reshaping how large enterprises use social media: a shift from broadcasting content to actively listening and managing relationships. This evolution demands a new yardstick for success, one that moves beyond traditional bottom-funnel metrics like click-through rates or ROAS. "If a brand is wanting to make an impact in the community but they're measuring things like pure bottom-of-funnel metrics... they're not looking at what should we be measuring to actually see if customers trust us."

The metric Lacsamana champions is far more meaningful, and perhaps the most overlooked, of all: trust.

He explains that human-centered AI can be leveraged to measure signals of trust across the entire customer experience. By analyzing "the sentiment of all those mentions, all the conversations, all the response rates, all the campaign effectiveness," organizations can get a real sense of "how human we're actually being." This moves the focus from short-term conversions to the long-term health and equity of the brand.

5. Your creative pursuits make you a better technologist

Perhaps the most counter-intuitive truth is a personal one. Lacsamana, a highly technical consultant, is also a musician and songwriter. For years, he tried to keep these two worlds separate, believing his analytical work was distinct from his artistic passions.

He eventually realized they are not separate but "one and the same." The two pursuits feed each other. He draws a beautiful parallel between his passions, explaining, "I find a lot of joy and meaning across building a boolean search query just as much as I do with writing a good hook." The intricate process of building an automation rule mirrors the satisfaction of structuring a song. "I'm actually a much better technical consultant because I am writing songs."

The broader implication is clear: bringing our creative selves into work doesn’t pull us off course but rather accelerates our ability to achieve. "I think we're meant to create," he concludes.

Watch the entire podcast featuring Vincent Lacsamana on YouTube.