Gamechangers: Creating Innovative Strategies for Business and Brands; Lessons in Innovation from Those Winning the Game

10 ENABLE . . . CUSTOMER EXPERIENCES THAT ENABLE MORE CHANGE YOUR EXPERIENCE

Gamechangers do more than sell products, they create and deliver an experience that immerses the customer in the brand, and goes beyond the sale to help them apply products better and achieve more together.

• More enabling . . . from selling products . . . to enabling more . . . They go beyond the sale to support people in choosing, buying, applying and achieving more.
• More immersive . . . from functional journey . . . to emotional experience . . . They look beyond the process to engage people more deeply and usefully.
• More participative . . . from passive delivery . . . to valued participation . . . They work with customers, from co-created products to user generated content.

10.1 EXPERIENCES . . . SEE ME, FEEL ME, THRILL ME

Harley Davidson's CEO eloquently describes the experience by which he seeks to bring his brand to life:

‘It's one thing to have people buy your products, it's another for them to tattoo your name on their bodies . . . What we sell is the ability for a 43 year old accountant to dress in black leather, ride through small towns and have people be afraid of him.'

Brands and propositions are delivered through every possible medium that the organization can utilize – from names and logos to leaders and buildings, products and services to advertising and brochures, colours and packaging to uniforms and interiors, culture and behaviours to training and rewards.

Jan Carlson, the ...