– people buy on emotion and justify with logic
– the best experiences are often invisible & seamless
– do common things done uncommonly well: there is more potential uplift in fixing poor experience than trying to create amazing ones
– don’t aim for “experience moonshots”, instead focus on small and constant iterations
– if you’re selling experience within your company, start by telling personalised stories of your customer
Brands are only as good as the people that make them.
You can spend millions on “branding” but the experiences we talk about are the interactions we have with their people on a daily basis. In the era of digital transformation, brand experience starts at the top and goes all the way down to the front line.
Our future leaders won’t be the people who excel at things machines will eventually do better or faster. Our leaders will be the people who double down on what it means to be human – understanding our pain, sharing our mistakes and ultimately being vulnerable.