Many organizations introduce journey management with the pride of the hero’s journey, positioning as a platform-enabled capability that can wrangle maps, govern decisions, and finally make an organization truly customer centric. This talk challenges this frame, bringing forward the power of “third ways”—new, integrated practices where journey management becomes a critical ingredient in driving continuous learning and change. We’ll explore the management side of journey management and how to forge genuine partnerships that create an integral, valued practice that drives sustainable business outcomes.