Start Here: A Guide to Sheila Maceira Journal
A short guide to Perspectives, Work, CX for AI and Carnets—and where to begin.
Sheila Maceira Journal brings together three complementary forms of exploration.
- Perspectives examines the forces shaping business performance—from customer experience and transformation to organisational design and AI.
- Work brings together selected case studies and leadership practices, showing how customer and operational challenges were approached and what changed as a result.
- Carnets follows a more personal path through culture, creativity and discovery, gathering notes on music, art and the things that invite closer attention.
Different subjects and different rhythms, connected by the same curiosity about how we experience, interpret and shape the world around us.
This guide offers a few places to begin.
Perspectives
I write to examine questions, not to claim to have all the answers: how organisations create value, why transformation succeeds or fails, and what experience can teach us.
Perspectives brings together long-form essays on business performance, transformation, customer experience, organisational design and AI. These subjects are explored not as separate disciplines, but as interconnected parts of how organisations work—and how they might work better.
Start here:
- Bridging the Gap: Why Product-First AI Fails—and How Service Design Fixes It
Why a technically successful product can still create a poorly performing service. - Beyond Activation: The New Scorecard for AI-Enabled Onboarding
Why activation alone cannot tell us whether adoption will last. - The AI Paradox: Voice of the Customer and the Listening Layer of AI
Why organisations need stronger listening systems as AI scales their capacity to act.
Work
Work is where ideas meet practice: selected case studies and leadership practices drawn from real transformation work across customer experience, operations, digital services and AI.
The cases focus less on showcasing outputs than on the problem being solved, the evidence used, the choices made and the measurable change that followed.
Start here:
- One-Click Savings: From Digital Conversion to Real Business Performance
How a conversion-led view of performance was extended to measure real economic activation. - Zurich Insurance: Evolving Service, Skills and Measurement Together
How a capacity problem became a broader transformation of service, skills and performance measurement. - Leadership Practices: Building Capability Within and Across Teams
A set of repeatable practices for making learning, judgement and shared ownership part of everyday delivery.
CX for AI
CX for AI is a dedicated series within Perspectives: long-form explorations of how AI changes the systems people rely on—from trust and customer experience to organisational design, legitimacy and growth.
Published in seasons, the series examines the less visible conditions that determine whether AI-enabled products and services earn confidence, achieve adoption and create lasting value.
The essays presented on Sheila Maceira Journal have been selected and substantially revised for their connection to business performance.
Carnets
Personal notes on places, journeys, memories, thoughts and the experiences that stay with us.
Carnets follows curiosity wherever it leads: through cultural discoveries, creative pursuits, travel and everyday moments worth remembering. Some entries simply capture an experience; others gather the beginning of a longer exploration.
Within the collection, dedicated paths bring together notes on Music and Arts & Crafts.
Wherever you begin, I hope the journal offers something worth pausing over—and perhaps a new question to carry with you.
If you would like to follow what comes next, subscribe to receive new essays and notes from Sheila Maceira Journal.
Thank you for reading.
— Sheila Maceira
