In this compelling episode of Partnering Leadership, Mahan Tavakoli sits down with Allen Adamson, an influential thought leader in branding and marketing strategy and the author of the book Seeing the How: Transforming What People Do, Not Buy, to Gain Market Advantage. Adamson, whose experience spans working with major brands such as Unilever and Pepsi, brings a fresh perspective on how companies can differentiate themselves through customer experience innovation rather than relying solely on product features. His insights reveal the shift from traditional product-focused branding to creating memorable, seamless customer experiences that drive brand loyalty and relevance in today’s hyper-competitive market.

The conversation dives into why product innovations alone are no longer enough to sustain a competitive edge, particularly as competitors replicate features almost instantly. Instead, Adamson stresses the need to understand and adapt to the evolving customer journey, observing how even subtle shifts in consumer expectations can present significant opportunities for organizations willing to lead in experience innovation. He shares stories from his career that illustrate why experience-focused brands consistently outperform those fixated on their products.

Adamson also addresses the challenges of driving innovation in risk-averse organizations. He explains why the middle layers of management are often the biggest hurdles to change and offers actionable ideas for leaders to build a culture where innovation is encouraged and embraced. With real-world examples and strategic advice, he unpacks the role of cognitive diversity, customer empathy, and fresh perspectives in helping organizations anticipate market shifts before competitors do.

Finally, Adamson explores the balance of human and AI interactions in customer experience, emphasizing that while technology can reduce friction, there is always a place for the human touch.

Actionable Takeaways:

Hear how experience innovation can sustain a competitive edge even in industries saturated with similar products and services.

Learn why your brand’s future depends on understanding the customer journey and why even small changes in consumer expectations can open big opportunities.

Discover why “ordinary” is never memorable and why exceptional moments in the customer experience are what will get your brand noticed and shared.

Find out how cognitive diversity and fresh perspectives can help leaders spot market shifts that others miss—and why this is essential to staying relevant.

Uncover strategies to break through middle management resistance to change, allowing innovation to flow more effectively across all levels of your organization.

Understand the role of paranoia in leadership success and why being overly comfortable can be detrimental in today’s fast-paced business environment.

Hear Allen’s insights on simplifying complex processes to improve customer satisfaction, transforming obstacles into competitive advantages.

See how adopting a “focus on what stays the same” approach can help your organization innovate meaningfully without chasing every shiny new trend.

Learn why balance is key when integrating AI into customer interactions, maintaining a human touch to deliver a memorable, personalized experience.

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Connect with Mahan Tavakoli:

Mahan Tavakoli Website

Mahan Tavakoli on LinkedIn

Partnering Leadership Website

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