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10 Ways Iconic Brands Win on the HOW (w/ Allen Adamson)
Most brands chase features. The best brands remove friction. In this episode, Allen Adamson, ex-Chairman, Landor; author of Seeing the How, breaks down 10 simple ways to make your brand inevitable by improving the HOW.
The 10 Takeaways
1 - Experience v Marketing: “Experience is the faster version of marketing.”
2 - Show, Don’t Tell: Service videos build instant trust.
3 - Make Choice Easy: Think Wirecutter - curate, don’t overwhelm.
4 - Stop Feature Creep: When differentiation evaporates, the HOW is your moat.
5 - Design for Shareability: People share delight, not specs.
6 - Hire for Warmth; Reward for Care: Culture beats scripts every time.
7 - Start with Easy Wins: Don’t boil the ocean; remove one big friction first.
8 - Fix Incentives: “We care” fails if KPIs punish caring.
9 - AI with Heart: Use AI to personalise and simplify, not dehumanise.
10 - Surprise People: “Stop doing what you did yesterday. Start delighting.”
Chapters
00:00 Intro & the “HOW” idea
01:00 #1 Experience beats marketing
03:10 #2 Trust via transparent service videos
06:00 #3 Simplify choices (Wirecutter lesson)
10:10 #4 Why features stop working
12:50 #5 Make moments worth sharing
18:00 #6 Culture & incentives that create care
21:00 #7 Easy wins greater than multi-year projects
22:10 #8 KPI traps to avoid
25:00 #9 AI that adds heart
30:30 #10 Stop __, start __
Try This 10-Minute Challenge
Do a friction walk: pick one step customers hate → simplify/remove it → note before/after. Small change, real momentum.
Want more insights on transforming your business? 🚀
🔔🔥 Hit That Subscribe Button NOW!
🎯 Share These Game-Changing Tips with Your Network!
👍💭 Like and comment —we'd love to hear your thoughts!
Follow Jason S Bradshaw:
Website: https://jasonsbradshaw.com/
LinkedIn: W / jasonsbradshaw
Facebook: h / jasonsbradshaw
Instagram: a / jasonsbradshaw
Twitter/X: https://x.com/jasonsbradshaw
Follow Allen Adamson:
Website: https://allenadamson.com/
LinkedIn: t / allenadamson
Buy Allen’s books here: https://allenadamson.com/books/
Buy on Amazon: https://a.co/d/6dhzv3A
#BrandStrategy #CustomerExperience #AllenAdamson #BrandLoyalty #BusinessGrowth #MarketingStrategy #CustomerLove #SeeingTheHow #BrandingTips #Leadership #CXStrategy #MarketingSecrets #CustomerCentric #ChatsWithJason #BusinessPodcast
View all episodes
By Jason S BradshawMost brands chase features. The best brands remove friction. In this episode, Allen Adamson, ex-Chairman, Landor; author of Seeing the How, breaks down 10 simple ways to make your brand inevitable by improving the HOW.
The 10 Takeaways
1 - Experience v Marketing: “Experience is the faster version of marketing.”
2 - Show, Don’t Tell: Service videos build instant trust.
3 - Make Choice Easy: Think Wirecutter - curate, don’t overwhelm.
4 - Stop Feature Creep: When differentiation evaporates, the HOW is your moat.
5 - Design for Shareability: People share delight, not specs.
6 - Hire for Warmth; Reward for Care: Culture beats scripts every time.
7 - Start with Easy Wins: Don’t boil the ocean; remove one big friction first.
8 - Fix Incentives: “We care” fails if KPIs punish caring.
9 - AI with Heart: Use AI to personalise and simplify, not dehumanise.
10 - Surprise People: “Stop doing what you did yesterday. Start delighting.”
Chapters
00:00 Intro & the “HOW” idea
01:00 #1 Experience beats marketing
03:10 #2 Trust via transparent service videos
06:00 #3 Simplify choices (Wirecutter lesson)
10:10 #4 Why features stop working
12:50 #5 Make moments worth sharing
18:00 #6 Culture & incentives that create care
21:00 #7 Easy wins greater than multi-year projects
22:10 #8 KPI traps to avoid
25:00 #9 AI that adds heart
30:30 #10 Stop __, start __
Try This 10-Minute Challenge
Do a friction walk: pick one step customers hate → simplify/remove it → note before/after. Small change, real momentum.
Want more insights on transforming your business? 🚀
🔔🔥 Hit That Subscribe Button NOW!
🎯 Share These Game-Changing Tips with Your Network!
👍💭 Like and comment —we'd love to hear your thoughts!
Follow Jason S Bradshaw:
Website: https://jasonsbradshaw.com/
LinkedIn: W / jasonsbradshaw
Facebook: h / jasonsbradshaw
Instagram: a / jasonsbradshaw
Twitter/X: https://x.com/jasonsbradshaw
Follow Allen Adamson:
Website: https://allenadamson.com/
LinkedIn: t / allenadamson
Buy Allen’s books here: https://allenadamson.com/books/
Buy on Amazon: https://a.co/d/6dhzv3A
#BrandStrategy #CustomerExperience #AllenAdamson #BrandLoyalty #BusinessGrowth #MarketingStrategy #CustomerLove #SeeingTheHow #BrandingTips #Leadership #CXStrategy #MarketingSecrets #CustomerCentric #ChatsWithJason #BusinessPodcast