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.


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: