Rob and I are joined by Jesse Purewal, the Head of Brand at Qualtrics, who we define as a living example of Robert Frost's famous line - "the road less traveled." We intended to discuss the art of leadership, but instead fell into a fascinating conversation about the difference between being an entrepreneur and being entrepreneurial, and then shift into Jesse's wheelhouse - his quest to rid the world of bad experiences. For you customer experience strategy and design geeks, Jesse shares why behavioral data is not enough and needs sentiment data to unlock future experiences customers want... And listen through the end, Jesse drops some leadership/parenting wisdom inspired by Biff from Back to the Future II after he thought the mic was off. Enjoy!