Brian Solis focuses in on the experience-side of business strategy in his latest book “X: The Experience When Design Meets Business” –

This book was very action-oriented, featuring how-to’s and step-by-step instructions on understanding how your customers experience your product or service, and ways to design “experience architecture.” There are so many wonderful things in this book – from the flap:

Brian shares more than the importance of experience. You’ll learn how to design a desired, meaningful and uniform experience in every moment of truth in a fun way including:

• How our own experience gets in the way of designing for people not like us
• Why empathy and new perspective unlock creativity and innovation
• The importance of User Experience (UX) in real life and in executive thinking
• The humanity of Human-Centered Design in all you do
• The art of Hollywood storytelling from marketing to product design to packaging
• Apple’s holistic approach to experience architecture
• The value of different journey and experience mapping approaches

People share and talk about their experiences – Not your product. Not your brand. But their experiences.

My favorite moment –
Design giant Philips, came up with the concept of Experience Flow – A tool that shows “an experience from expectation, to first impression, then through discovery, usage, and finally to memory.” A large visual poster of this Experience Flow is shared throughout the company, so that no matter the focus, everyone in the company understands the current customer experience, and how to create it at any moment.

GET THE BOOK –> X: The Experience When Business Meets Design