Episode #1102 Brian Solis: X: The Experience When Business Meets Design

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Moe and Brian Solis talk about how to win the hearts and minds of your customers in a new era of business in which your brand is defined by those who experience it.


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Brian Solis

Principal Analyst at Altimeter Group View Full Profile

The Experience When Business Meets Design

Brian Solis describes himself as a digital analyst, but if you’ve followed his work for any length of time; you’d be more apt to identify him as a branding maven who just happens to specialize in technology.  Not only does he have a keen ability to discover the ‘next big thing’ before the rest of us would see it coming; more importantly, it’s his approach to humanizing even the slightest of these technological advances that I feel truly sets him apart.  

The thesis of his latest book, X: The Experience When Business Meets Design, is that “experience is the new brand; and experiences are the new branding.”  And, certainly as consumers, we all crave experiences; still, it’s the rarest of occasions when a brand consistently delivers on that promise to delight.  Many factors get in the way of course, but the greatest of corporate sins is when the leadership team doesn’t live and/or view the brand from the perspective of their customer.  Pay close attention during this conversation as Brian and I help you identify the mental shift that you have to make to avoid that fatal mistake.  

Here’s a sample of the questions we explore:

  • How the more admired brands humanizing technology

  • The first step in getting inside the minds of your customer

  • The key behaviors that consumers value in brands

  • The experience of making your innovation felt

  • Which elements matter more than design

  • The pillars of modern influence

  • 2016 — What to expect in digital?

  • Resources: