There is a lot of buzz around reactive architectures. Take, for example, event-driven architectures, event-streaming or reactive programming. I believe that these architectures will dominate in the future as we build more complex systems, connect more distributed components and slice systems into smaller autonomous pieces. Unfortunately, I see many companies that don’t update their customer experience or business processes to reflect this new world. In this talk, I’ll give an example and discuss the consequences, hopefully motivating you to advocate for a redesign of your business processes internally – because too much attention gravitates towards the technical side of reactive, without thinking about the user journey or business implications.