Feb 2, 2022
Experiences, like umami flavors, can be difficult to
pin down. Both ideas transcend words, so how do you define them?
How do you measure them? How do you help leaders and customers
understand the value? In this episode, we are joined by Aga
Szóstek, Ph.D. a strategic experience designer and author of "The
Umami Strategy” as we discuss how to create experiences that are
not just memorable, but powerfully impactful.
In This Episode:
- [04:08] Why did Aga name her book The Umami
- [07:50] What drove Aga to focus on experience
- [13:59] Why vision is one of the most challenging
elements of the strategic cycle.
- [16:51] Most companies do not incorporate this
experience into their overall vision.
- [20:42] Why brand image is often prioritized over
the brand’s experience.
- [22:13] What are “edges” and how are they used to
make a brand stand out?
- [27:52] How companies measure experience
- [37:14] Aga’s secret for experience measurement
that more companies should focus on.
- [40:42] What designing a new kind of business book
was like for Aga.
- A meaningful experience vision will drive a strong
sense of purpose for the customer.
- Feeling of purpose, doing something with you contributes to
something higher order
- Companies must also be clear about how they
emotionally differentiate themselves from competitors.
- Expectation divided by experience equals
Aga Szóstek, Ph.D. is a strategic experience designer
and author of The Umami Strategy: Stand Out by Mixing Business with
Experience Design. For the past two decades, she worked at the
forefront of combining design, technology, and business. Her
approach inspired many organizations to bet on experiences as their
market differentiator. When not consulting, Aga designs
experiential tools called Seed Cards and co-hosts a podcast:
Catching The Next Wave.