I am CEO

Author Shares on Customers Experience as a Competitive Advantage

Full Episode from I AM CEO Podcast - IAM1970

This episode of the “I Am CEO” podcast features a special guest, Allen Adamson. The host, Gresham Harkless, introduces Allen as a branding expert and discusses his latest book, “Seeing the How: Achieving Market Advantage by Transforming the Stuff We Do, Not the Stuff We Buy.”

They also talk about the importance of focusing on a few things that can be done extraordinarily well, rather than trying to do everything averagely. Allen shares insights on solving non-linear business problems and the significance of understanding the consumer's perspective.

They also discuss the importance of surrounding oneself with a diverse team and being comfortable with uncertainty as a CEO.

In conclusion:

The conversation between Gresham Harkless and Allen Adamson provides valuable insights into the world of branding and the power of experience transformation.

By understanding the needs of consumers, focusing on key differentiating factors, and embracing uncertainty, businesses can positively impact their bottom line and achieve long-term success. Adamson's expertise and advice serve as a guiding light in a world where change is constant and the customer experience reigns supreme.

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Full Interview:


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Intro 00:00

Are you ready to hear business stories and learn effective ways to build relationships, generate sales, and level up your business from awesome CEOs, entrepreneurs, and founders without listening to a long, long, long interview?

If so, you've come to the right place. Gresh values your time and is ready to share with you the valuable info you're in search of. This is the I Am CEO Podcast.

Gresham Harkless 00:28

Hello, hello, hello. This is Gresh from the I Am CEO podcast. I have a very special guest on the show today. I have Allen Adamson and Allen, super excited to have you on the show.

Allen Adamson 00:37

Gresh, thanks for inviting me. I'm looking forward to talking.

Gresham Harkless 00:40

Yeah, it's definitely to invite really awesome people and Allen's doing so many phenomenal things. So I wanted to read a little bit more about him. So you can hear about some of those awesome things that he's doing.

Allen is a noted industry expert in all disciplines of branding. He is a Co-founder and Managing Partner at elite marketing collective, Metaforce. Allen's newest book, Seeing the How Achieving Market Advantage by Transforming the Stuff We Do, Not the Stuff We Buy, focuses on the consumer experience as a competitive advantage and how this change in perspective has allowed companies to achieve dramatic growth and categorical leadership.

This book's driving idea was sparked by Allen's recognition that experience transformation has been fast, outpacing product transformation as a winning and sustainable marketing strategy.

His previous book, Brand Simple, Brand Digital, The Edge 50 tips from Brands that Lead and Shift Ahead, are used as textbooks and higher education business programs across the country.

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And Allen has loads and loads of experience and knowledge. And you'll hear a lot about this from branding. He's worked at brands such as Ogilvy, Unilever, and he's also an agile professor as well, too. So I truly appreciate him paying things forward as he's going to do today.

And of course, I love more than anything else, the concept in his book, I think it's so transformational in terms of understanding what experience disruption is and how that could really benefit us as CEOs, entrepreneurs, and business owners.

So Allen, thank you so much again for being on the show. Are you ready to speak to the I Am CEO community?

Allen Adamson 02:06

Yeah. With that introduction, I should probably just end it right here.

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