This chapter gives an overview of some of the major themes you will need to consider as you embark on implementing your vision for the future state customer journey. It introduces the layers of the Customer Experience Iceberg, which demonstrates all the things that undergird a fantastic customer experience. While customer experience is the visible part of the iceberg that sticks out of the water, under it there are several layers: technical architecture, data, business operations, and, at the very base, business model. Explaining what types of data you should gather, the importance of a digitally-driven business model, and a variety of other topics, this chapter examines what you need to do to ensure every layer of your company’s iceberg is strong.