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The Umami Strategy

Stand Out by Mixing Business with Experience Design

Paperback Engels 2020 9789063695798
Verkooppositie 2978
Vandaag voor 23:00 uur besteld, morgen in huis

Samenvatting

Creating a unique value for your customers is crucial if you want to differentiate in an overcrowded market. To do so, you need to define a powerful strategy that determines consistent action across your organisation to deliver your unique flavour. Szóstek describes this strategy as umami, which is the fifth category of taste (besides sweet, sour, salt and bitter), and gives an exceptional flavour to your food.

How do you build a powerful yet actionable strategy, and successfully implement it across your organisation? Many leaders, marketers and designers try to answer these questions. 'The Umami Strategy' proposes a novel approach that will help you build and execute an experience strategy. The model used in the book allows you to (a) find out what stories your customers are telling today; (b) uncover motivators and demotivators that guide these stories; (c) envision the ideal future experience you want to deliver; (d) define the actionable measures that will ensure progress toward that vision; and (e) evaluate that progress through future customer stories.

Enjoyable, practical and full of hidden gems and tips, this book will help you get your organisation to align with building a unique market value through delivering memorable experiences to your customers. Because to be noticed, you need to stand out of the crowd.

Specificaties

ISBN13:9789063695798
Trefwoorden:strategie
Taal:Engels
Bindwijze:paperback
Aantal pagina's:240
Druk:1
Verschijningsdatum:18-9-2020

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Over Agnieszka Szóstek

Aga Szóstek, Ph.D. is a strategic designer. For the past two decades she worked at the forefront of combining design, technology and business. She collaborated with brands such as Google, Microsoft, Philips, Canon, Samsung, EY, Santander, ING, Orange and many more, bringing the experience-focused strategic approach to project teams and boardrooms. Her approach inspired many organisations to refocus and bet on experiences as their strategic differentiator. Next to consulting, Szóstek designs tools aiming to support delivering unique experiences and co-hosts a podcast about creative leadership: Catching The Next Wave. She graduated with her Ph.D. from the Eindhoven University of Technology, The Netherlands, and teaches experience design all around the world from the alternative business school Kaospilot in Denmark to Canterbury University in Christchurch, New Zealand.

Andere boeken door Agnieszka Szóstek

Inhoudsopgave

Foreword
Introduction

Part 1: Discovering the Competitive Advantage of Experiences
1. The experiencing and remembering self
2. The nature of expectations
3. The experience equation
4. The myth of rationality
5. Basics
6. Motivators
7. The Umami of business

Part 2: Defining Your Umami Strategy
1. The danger of playing it safe
2. The Umami baseline
3. Umami vision
4. Umami edges
5. Umami metrics

Practical Tools for Your Umami Strategy
1. Umami baseline questionnaire
2. Umami progress questionnaire
3. The aspiration map
4. The five whys revisited
5. Defining your edges
6. Benchmarking your edges
7. Resolving dilemmas
8. Defining Umami metrics
9. Prioritising with the Umami table

Part 3: Keeping the Umami Mindset
1. Positive adaptation
2. The infinite game
3. Moving forward in times of complexity
4. The magic of underpromising
5. The inevitability of resistance


Afterword
Thanks
Notes

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