Welcome to the What's Next! Podcast with Tiffani Bova.    This week I’m thrilled to bring you an episode of What’s Next! Podcast with a distinguished branding expert, Allen Adamson.   For the past several years, Allen has been an adjunct professor at New York University's Stern School of Business, where he also serves as the brand expert in residence at Berkeley Center for Entrepreneurship.    His previous books, including Brand Simple and, most recently, Shift Ahead, are used as textbooks in higher education business programs nationwide.    His latest book, Seeing the How, spotlights companies that have radically changed working life as usual by identifying and reimagining a whole new way to provide an overall better customer experience.    THIS EPISODE IS PERFECT FOR… marketers who want to reimagine the customer experience.    TODAY’S MAIN MESSAGE… delivering a satisfactory product is no longer a strong enough competitive advantage. In a sea of competition, Allen argues the way to stand out is to provide an exceptional customer experience. He details 8 lenses that will reveal the areas where a company can stand out.    WHAT  I  LOVE  MOST… you can’t rely on customers to spearhead your innovation. Although surveys can provide meaningful insight, most customers don’t know how their life could be better. Instead, Allen suggests offering ideas to customers and then assessing their feedback.    Running Time: 26:29   Subscribe on iTunes   Find Tiffani on Social: Facebook Twitter LinkedIn   Find Allen Online: Website LinkedIn Forbes   Allen’s Book: Seeing the How