In this week’s episode of the SIMPLE brand podcast, I talk with Allen Adamson.Allen’s the co-founder and managing partner of Metaforce, a consultancy that takes a disruptive, multidisciplinary approach to help brands grow. He's also an adjunct professor at the Berkeley Center for Entrepreneurship at NYU Stern School of Business.And Allen’s the author of a number of bestselling brand strategy books including his latest - Seeing the How: Transforming What People Do, Not Buy, to Gain Market Advantage.Allen and I walk through his eight different lenses to help you understand the best ways to innovate your experience based on your brand, your industry, and most importantly your customer.Here’s what we discuss:Before you make a brand promise, make sure your brand has the ability to deliver on itHow brands differentiate themselves has evolved over the past few decadesWhat it means for brands to make people’s lives better through experience innovationThe best brands find ways to cut steps out of the normal customer experienceMarketers are here to figure out how to solve problems in their customers’ livesAllen’s eight lenses for marketers to use to craft and deliver their customer experienceCustomers don’t share about an experience unless it’s phenomenally good or phenomenally badThe best brands focus in and drill down instead of trying to broaden their reachThe most important word in a marketer’s vocabulary is “WHY?”How marketers can enlist other functional areas to focus on customer experienceRESOURCES FROM THIS EPISODE:Allen’s agency - MetaforceAllen’s book - Seeing the How: Transforming What People Do, Not Buy, To Gain Market AdvantageAllen on LinkedIn