Start by Talking to Customers

Experience is brand. The experiences people have with a company shape how they feel, what they trust, and whether they stay. Creating those experiences is not just about interfaces or marketing. It requires rethinking internal processes, digital systems, and the everyday realities of work. Alder Yarrow has spent decades helping organizations understand experience from the inside out, and why lasting growth depends on getting it right. In this revisited episode, Dart and Alder talk about experience as brand and define experience design and experience modeling. They also discuss employees as customers and how companies can understand their specific needs.

Alder Yarrow is an experience designer, advisor, and writer. He has spent over 25 years creating customer experiences for some of the world’s leading brands.

In this episode, Dart and Alder discuss:
- How experience becomes brand over time
- What experience design really means
- What experience modeling is and why it matters
- Why employees should be treated as customers of work
- How companies can better understand employee needs
- Why in-context studies matter more than surveys
- The Manager Work Practice Study
- Grounded theory and its role in research
- Experience design versus user experience
- The Jobs-To-Be-Done theory
- The say do gap
- What changes when you redesign employee experience
- Trauma-aware management
- And other topics…

Alder Yarrow has spent over 25 years helping organizations understand experience from the inside out. He has led brand and experience work for companies including Google, Twitter, Home Depot, and Tesla, and previously founded the experience design firm HYDRANT. He later served as Chief Experience Officer at Cibo and is also the founder and editor of Vinography and the author of The Essence of Wine.

Resources Mentioned:
The Innovator’s Dilemma by Clayton M. Christensen:
https://www.amazon.com/Innovators-Dilemma-Technologies-Management-Innovation/dp/1633691780

Alder’s blog, Vinography: https://www.vinography.com/

Connect with Alder Yarrow:
Website: https://www.vinography.com/
LinkedIn: https://www.linkedin.com/in/alderyarrow/ 

Work with Dart:
Dart is the CEO and co-founder of the work design firm 11fold. Build work that makes employees feel alive, connected to their work, and focused on what’s most important to the business. Book a call at 11fold.com.