Building digital services is complicated, it takes time and money, and the journey to delivery is full of risk.

Getting the service or technology adopted though is all about setting and managing expectations. For too many products though, the communications happens just before the go-live, when public relations and marketing is commissioned. But is this right? Can communications and engagement better support in the managing of risk during the design and development stages? After all, experience isn’t just set by the interaction with a product, expectations are met, or not, by what users are told before the go-live, by the narrative that is set and promoted.