We kick of series 12 of the CX superheroes podcast series with an industry legend. There can be few people in CX you'd want to spend time with more than Jim Tincher. We were delighted when Jim agreed to be a featured author in the Lexden CX Book Club and share the 'making of' Do B2B Better. This is a book which captures Jim's learnings which he's comfortable enough to point out include failures and successes. In fact, in the discussion it becomes clear it is earlier failures (or lessons) which have informed the later and more frequent successes. There are few books dedciated to the art of B2B CX, and as a global b2b CX practitioner himself, host Christopher Brooks is able to have an informed and interrogative discussion on the topic.Whilst there are few book spoilers in here, the narrative does keep close to the book and Jim's influences and inspiration for it.  Jim might also be the nicest guy in CX. Find out for yourself why he's such a positive energy to be around.