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X: The Experience When Business Meets Design by Brian Solis


Brian Solis is globally recognized as one of the most prominent thought leaders in business innovation. As a digital analyst, anthropologist, and futurist, he studies disruptive technology and its impact on business and society.

Brian has authored several bestselling books including “What’s the Future of Business (WTF),” “Engage!,” and “The End of Business as Usual.

His blog,, is ranked as a leading resource for insights into the future of business, new technology and marketing. He also actively contributes to Forbes, MarketWatch and AdAge.


The Host’s Perspective:

In his book, Brian Solis explains that the experience a customer has with your brand is now the most important thing in business.

A great product, creative marketing and delightful customer service are no longer enough to succeed. Yet, most executives and entrepreneurs neglect the value of designing experiences from the onset. They talk, build, and sell around it, while still missing it.

Need some proof? In the book, Brian Solis cites a Bain & Company study of 362 companies. 80% of those companies thought that they were delivering a “superior experience.” In truth, only 8% were, according to their customers. And how did that 8% do it? They designed the customer experience.

The other 92% were focusing on design of just the product or service delivery. More than 50% of a customer experience is subconscious, or how a customer feels.

With this book, you will learn the importance of experience and how to successfully design experiences for every step of your customer’s journey.

Listen to the Interview:

Show Notes:

X: The Experience When Business Meets Design by Brian Solis

Book Website (

Brian’s Website (

How to Win Friends & Influence People by Dale Carnegie


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