Open any omnichannel deck and you’ll find the same slide: three boxes – warehouse, store, digital – and arrows everywhere, trying to connect them. But walk around to the customer’s side and the boxes disappear. They didn’t order from “a channel.” They ordered something. And it arrived – or it didn’t. Every seam they feel is one we built. The failures almost never live in the boxes – they live in the space between them. My take? The job isn’t to connect the channels. It’s to make them vanish.