Well the semester has started and the summer is officially over, sad to say. It has been a pretty active summer overall, as I have been describing in relation to my manuscript “The UN-WOW.” Not only writing that, but also marketing it and getting financial support for its publication. Again, thanks to you who have given, and to those who are going to give. I can’t do this without your help, and any help is much appreciated.

Another new activity has been helping to coach a junior Nordic ski club. I have been Nordic (or cross-country) skiing for a bit now, but I wouldn’t consider myself “good.” I mean, compared to most people I’m pretty good. But compared to people who know what they are doing, I’m just alright. It is amazing how difficult it is to learn things as an adult versus when you are young. Unfortunately, I learned Nordic skiing when I was older. What can you do?

So with my coaching, I’m trying to impart words of wisdom more than technical recommendations. Sharing my experiences as a (sometimes) athlete. Trying to help where I can, and learn everywhere else. Coaching, like teaching, is very much a calling and a service, as well as a learning experience.

My guest today on Experience by Design is himself a coach, although not of Nordic skiing. Croft Edwards is retired from the US Army at the rank of Lieutenant Colonel. He also is a graduate of Michigan State University. Turns out that we spent the late 1980s and early 1990s about 90 minutes from one another, as I was north at Central Michigan University. He also is the Founder of Croft and Company, which is a collection of coaches who specialize in somatic and ontological coaching. He also is the author of the book “The Liquid Accordion,” “a clear, practical roadmap for integrating somatic and embodiment work into your coaching practice.”

Croft shares how his military background influences his approach to leadership and coaching, especially how leadership is something that is granted to you by your followers. He talks about how he first became aware of ontological and somatic coaching through Villanova University. He describes how the seemingly simple act of separating facts from opinions helped him to reframe the stories that he was telling himself and what that meant to his own leadership. 

Croft discusses the concept of ontological coaching, focusing on helping individuals become "ontological observers" by examining their stories and making conscious choices about them. He explains how he adapts his approach using the "Go Native" methodology from Army Special Forces to meet clients where they are, rather than where he thinks they should be.

Finally, Croft shares insights from his book "The Liquid Accordion," which aims to make somatic concepts accessible to a broader audience. Croft gives examples of leadership transformations he's witnessed, including how changes in body language and presence can impact both individuals and organizations.

Croft and Company Website: https://croftandcompany

Croft Edwards LinkedIn: https://www.linkedin.com/in/croftedwards/

“The Liquid Accordion”: https://liquidaccordion.com/

I have been talking quite a bit about this concept of The UN-WOW, a call to focus more of our attention on the everyday experiences that make up the bulk of our lives. Just because they are everyday and mundane doesn’t mean they can’t be designed with intentionality. It also means if everything is an experience, that means as experience designers, every moment is open for design. Or in other words, experience designs of all kinds.

When talking about experience designs of all kinds, this includes metamorphic (or transformational) experiences. Sometimes transformation happens without any warning, such as with a life-changing event. Other times, we can create experiences meant to have a transformative impact on people.

On this episode, I’m fortunate to have Bob Rogers in the Experience by Design studio. Bob has had a career of creating experiences that are meant to have a lasting impact. His work includes founding in 1981 BRC Imagination Arts, “a full-service, strategic design and production company that translates brand and cultural stories into transformative, human experiences.” During the last 40-plus years, they have created a range of transformational experiences for companies, museums, sporting events, entertainment, and more. I should mention that one of Bob’s films is in the Guinness Book of World Records for the longest running daily screening of a film in the same theater. If that wasn’t enough, he also has received the Thea Award for Lifetime Achievement, which is given to an individual for their key contributions to the evolution of themed design and entertainment. Finally, if that wasn't enough, he has served on the Academy Award Board of Governors. 

Bob talks about his new book “Deep Story: A Complete Guide to Creating Transformational Visitor Attractions,” set to be released on September 8th. We talk about his book, and how to create experiences that have a lasting impact on visitors. 

We talk about his entry into this kind of work, stemming from his desire to be a film director. He describes how his early interest in magic led to a broader interest in how to leave audiences with a sense of wonder. We also discuss how technology can be a helpful tool in creating these experiences, but you first need to work on the story that you are trying to tell and the transformation you are trying to achieve. Bob emphasizes the importance of creating emotional connections with audiences through storytelling and immersive experiences. Bob shares examples from his work, including projects at Space Center Houston, Knott's Berry Farm, the Holocaust Museum, and many more, emphasizing the power of personal connections and authentic storytelling.

BRC Imagination Arts Website: https://www.brcweb.com/

Bob Rogers LinkedIn: https://www.linkedin.com/in/bob-rogers-34a193146/

Bob Rogers Website: https://www.bobrogers.com/

“Deep Story” order site: https://www.amazon.com/Deep-Story-Complete-Transformational-Attractions/dp/1963714156/

When you are doing a PhD dissertation, or writing a book, or working on some major project that takes a lot of your time, attention, and emotional energy, there is a tendency to start to resent that thing. I guess it is a natural outcome of all that investment. While I may have resented the dissertation process, I never really resented my dissertation topic because it focused on the ways in which commerce brings together people who might not otherwise come into contact. Those Metropolitan Detroit corner convenience stores that I was doing fieldwork in were not just places of business, but also of community and cultural connection. After all, we can look at the entire history of humanity and see how trade and commerce were the primary vehicles through which people come into contact with one another. From those contacts comes evolution and growth.

While commerce is global, it is also local. While it might have shared characteristics in some ways, it also is going to be distinctive in other ways. And that’s the beauty of culture. Whether it is food, music, art, architecture, language, or business, the same idea is going to be executed in different ways. Whether the differences are great or small, it is important to recognize and appreciate them. By understanding those differences, it might just inspire us to do what we do with more creativity.

That’s why I’m lucky to welcome Bruno Guimarães to Experience by Design podcast. Bruno is one of the leading voices of customer experience in Brazil, and beyond. He has been named one of the top influential CX professionals in the world, with a mission to inspire and assist individuals and companies in achieving excellence in CX. 

He has worked with companies in Brazil to bring customer experience to that country, adding the unique Brazilian flavor to a global profession. This includes being a CX Solution Strategist for Brazil and Southern Latin America. He also is the Founder of Amigos do CX, a community for CX practitioners not only in Brazil, but anywhere. 

We explore his journey to CX through marketing, advertising, and sales. He lays out the early origins of organizing a CX community to create a space for professionals to share support and knowledge. He describes how Brazil is a CX hotspot at the moment, with more and more companies trying to find a path to excellence in CX. However, as he points out, a limiting factor can be practitioners not understanding the businesses and industries they are trying to support. Thus, along with a strong foundation in CX, professionals also need to have a strong foundation in business as well.

We also talk about his work to bring other global CX voices together through his LinkedIn daily posting project, where he invites CX professionals from around the world to share their work and wisdom about CX. This has resulted in great collections on What I Learned, now in its third year. 

We also talk about his marathon training, which I am happy to report resulted in a personal best time at the Boston Marathon in 2026. 

Bruno Guimarães Website: https://www.brunoguimaraescx.com.br/

Bruno Guimarães LinkedIn: https://www.linkedin.com/in/brunorguimaraes/

Amigos do CX: https://www.amigosdocx.com.br/

Where has the summer gone? Hard to believe we are staring at back-to-school in the face. I’m just wrapping up my summer course on Employee Experience, and it was great to see the students produce projects that really embrace the value of employees in organizations. Hopefully some of their ideas can be implemented in actual organizations, because I do believe that they can make a difference by putting their words into action. Now onto the regular fall semester, where more design work will be done and ideas generated (and unfortunately papers to be graded). 

The new semester is a kind of blank slate, even though it is going to be my 27th year at my school. But it is still a blank slate, whether or not I’m teaching the same classes or a new one. A syllabus and a course is at the end of the day an exercise in design. There always is something to be tweaked and adjusted, shifted and modified, trying to make things better and connect with the students. Design is, at the end of the day, about making things better, in ways small and large. 

Today’s guest on Experience by Design is all about making things better in ways both small and large. Andrea Lake is CEO of Sticker Junkie, which was founded in 1999 with not just a mission of creating quality products for customers, but creating experiences for employees as well. Before that, she also was a contestant on The Apprentice with a certain current president. And even before that. She had a business of selling Rhythm Sticks, t-shirts, and other entrepreneurial ventures. But being a dedicated entrepreneur does not mean she does business as usual.

We talk about her philosophy regarding running a business as well as capitalism as well. She describes Sticker Junkie as a punk rock company, which includes having open financials and advocating for a living wage (starting with her own employees). We talk about how companies have shifted away from treating employees as resources, and into valued members of the workplace community. This includes ideas such as profit sharing. She explains how Sticker Junkie provides high-touch client service and builds customized interfaces for each client. Andrea notes that customers are increasingly seeking out businesses with ethical practices, particularly avoiding those owned by private equity firms, and she believes this trend will continue to benefit companies like hers that prioritize values over pure profit maximization.

Additionally, Andrea talks about the importance of non-linear and critical thinking as vital skillsets that need to be taught more in schools. 

A bit of strong language to communicate deeply held beliefs in this one. 

Sticker Junkie: https://www.stickerjunkie.com/

Sticker Junkie Living Wage Page: https://www.stickerjunkie.com/pages/livingwage

Andrea Lake LinkedIn: https://www.linkedin.com/in/andrealake101/

Andrea Lake Webpage: https://www.stickerjunkie.com/pages/andrea-lake

I just had the pleasure of traveling to New Orleans to take in the art, music, museums, and culture that the city has to offer. And trust me, it has a lot to offer. A city that old and with so much history has so much to offer on so many levels that it would take a lifetime to explore, let alone even attempt to understand. 

During my trip, I chatted with a lot of people who were from there or moved there, talking about what the city is like 20 years after Hurricane Katrina. Parts of the city, like the Lower Ninth Ward, are still reeling from the impacts of the hurricane and flooding. The whole city is still being impacted by the financial mismanagement and theft allegations that happened after the storm. If you ask people (or don’t even ask them) about it, they will tell you about it. 

Despite the empty buildings and empty storefronts and empty homes, there is still life in the city, as there has been for centuries. The legacy of New Orleans is full of different moments that define different periods. The more dramatic the hardship, the greater the opportunity for the return.

And it seems like the potential for hardships is only going to increase for all of us given the climate changes we have seen taking place, with Katrina being perhaps an early harbinger of things to come. My guest today on Experience by Design is here to talk about the trajectory we are on, and what it will mean for all of us. 

Gerry McGovern has had a career working with organizations to identify customer needs and how to position themselves for digital transformation. Now he is leading with a different message about how we need to address the impacts of techno-capitalism for this generation and future ones as well. His book “99th Day: A Warning about Technology” was published in February 2026. In it, Gerry talks about the impending environmental and social collapse brought on by data centers, AI, and other technologies that take our shared resources for the pursuance of individual greed.

We cover a lot of territory in our conversation. We discuss how we are risking life on Earth to create AI slop. Gerry calls out the promises of a brighter technological future given the actual impacts. His initial explorations of digital waste led to a greater realization regarding the impacts of mining waste and other byproducts of unrestrained profit seeking and growth. As he observes, we are on a fast train to a massive crash unless we start to re-evaluate our priorities, policies, and positions on techno-capitalism. 

And we all play a part in terms of our patterns of consumption and the marketing engines that drive it.

Ultimately, Gerry calls for us to give up and grieve for the civilization that we currently have in order to bring into existence the civilization that we need in this moment. But like with New Orleans, the more desperate the situation, the greater the opportunity for the recovery and rebirth. That is, only if we do the work necessary to bring it into being and become Good Ancestors to future generations.

Gerry McGovern website: https://gerrymcgovern.com/

“99th Day” Book: https://gerrymcgovern.com/books/99th-day/

Gerry McGovern Insights: https://gerrymcgovern.com/new-thinking/

This past weekend, I had the distinct displeasure of participating in an event called “The Muddy Dash,” put on by the company EventLab. I used to put on bike race events, and I have participated in I don’t know how many athletic events. Without a doubt, this was by far the absolute worst experience in almost every way from an event planning standpoint. Way too many participants for the venue, resulting in standstill traffic on single lane roads for over an hour. Not enough staff to process the participants. An unimaginative course with few built obstacles. The “EPIC PARTY” at the end was just a guy in a tent playing music. The whole affair was pretty chaotic and sad, well under what was marketed on the website. 

This wasn’t a one-off situation either. If you go online and look at reviews for Muddy Dash, you’ll find many of the same comments. Regardless of the location around the US, it seems that the experience is just as bad. It takes real commitment to continuously go that far below expectations and seemingly do nothing to fix it. 

On the other hand, it was a great example of what happens when you get THE UN-WOW wrong.

Another positive from the day was the way in which the participants created a wonderful vibe despite the other short-comings. It was especially great how you had people of different body types, ages, athletic abilities, costumes, all creating this kind of “community of the moment”, laughing and joking with one another. We were all there to have fun through physical activity. There was no timer and no one seemed to care about their speed. We just wanted to be active in a different kind of way than just going to the gym or going for a run. It is amazing how people coming together to exercise can even overcome the greatest attempts to sabotage an experience.

My guest today knows a lot about exercise and physical fitness. Justin Roethlingshoefer grew up in Canada playing hockey (as one does). His focus on fitness then extended to his college major in Exercise Science and a masters in Exercise Physiology. From there, he worked with teams such as Washington Capitols, Anaheim Ducks, and the National Hockey League as a performance coach. Today, he is the Director of Performance for The Hockey Summit and the Founder of “Own It,” a health system for high performing leaders.

He also is the author and founder of Holy Health, which is his effort to bridge “Scripture and science, helping individuals, pastors, and churches restore health of body, mind, and spirit.” And the book Holy Health is coming on August 11th. 

We talk about his early interest in physical fitness and transformation, leading to his current focus today. 

Justin talks about the need to take a more holistic approach to health that incorporates the spiritual with the physical. While there is a growing interest in health and wellness, these messages leave out an emphasis on optimizing the body in order to live one’s calling. Justin also talks about the importance of identity transformation, breaking generational patterns of alcoholism, abuse, poverty, and privilege to embrace the potential of a different life. While that might start with the body, it also has to include the spirit as well. 

We also talk about the Canadian band The Tragically Hip, and the importance of coming together whether that be to watch a band on its final tour, to embrace exercise, or to live a spiritually-inspired life. 

Justin Roethlingshoefer on LinkedIn:  https://www.linkedin.com/in/justin-roethlingshoefer/

Own It Coaching: https://ownitcoaching.com/  

“Holy Health” Book: https://holyhealthbook.com/  

Justin Roethlingshoefer Books: https://justinroethlingshoefer.com/books/  

As I have been working on my book “The UN-WOW,” I’ve been talking to a lot of people in experience design and experience management about whether or not my idea for the book makes sense. Two things have emerged from these conversations. First, people generally are very supportive of the principles behind The UN-WOW. It seems that people see a lot of opportunity in exploring more mundane aspects of everyday life for design opportunities. It has been great to hear that vote of confidence as I work on the project, and people being excited to hear more about it as it is coming together.

The second thing to emerge is that on a certain level, none of this experience design work should be that hard because our goals are pretty simple. At its foundation, we ideally are trying to make life better for our design audiences. Whether it is user, customer, patient, employee, student, client, or any other experience design space, we want to improve the experiences that people have (regardless of whether these experiences are mundane or metamorphic). 

How we create these experiences, and the scale that it is done, becomes the work of the designers.

What should be easy becomes more challenging when other organizational priorities take over. Organizations can become fixated on outcomes that run counter to the goals of experience designers. Caring about customers, employees, users, and others can be seen as a luxury when the only focus is profitability. Thus, many experience designers feel frustrated when trying to do their work, running into barriers that either minimize the scope of their work, or completely block it from happening. Leaders may want to talk about being human-centered, but don’t necessarily see the need to treat people like human beings.

To talk about the challenges and opportunities, I welcome Tamar Cohen to the Experience by Design studios. Like many people in experience design, Tamar had a very non-linear path to her work. Starting out as an Art History major, she worked in galleries and auction houses. She found herself at Citibank for 16 years, applying the skills she acquired from art history to her work in customer experience. She also shares her work leading other companies like Zoetis as the Head of Global Customer Experience Strategy and at Travelers as VP of Employee Experience.

We talk about the importance of connecting employee experience and customer experience, making your employees your first customers. We also talk about the importance of ethnographic research to understand the full employee and customer journeys.  

We also discuss her new project with Michael Lowenstein as well as work with James Killian (both former guests on ExD). She describes what she calls the Halo Effect, which includes conducting qualitative research based on the Four E’s Framework: educate, empower, engage, and energize. Her company HaloEffect works by diagnosing the human system first, working with organizations and leadership to put people first. Again, a simple idea that companies struggle executing, which Tamar tries to help them accomplish.

It was a great conversation about the importance of employee experience (especially in relation to customer experience), how to lead with a people-first strategy, and how even a degree in Art History can lay the foundation for better experience designs. 

Tamar Cohen on LinkedIn: https://www.linkedin.com/in/tamarcohen

HaloEffect: https://www.myhaloeffect.com/

I’m back from my vacation with the kids, which we took in Lake Placid, New York. For those of you with kids, you know that vacation with kids is never really a relaxing time. It is more of a relocation, but with more spending and trying to keep people entertained. Despite those challenges, I had a good time, even though I feel like I need a vacation to recover from my vacation. Instead of getting that, I came home to one of my dogs having developed Lyme disease and had to take him to the vet. Thankfully he is responding well to the medication (albeit $200 plus dollars later). 

Also freaking me out a bit is that it is nearly August. How the year is over half over is beyond me. 

The end of my vacation means that August is nearly here. When August is nearly here, it also means that the new school year is nearly here. And that eventuality means a shift in my work. I’ve had a productive summer of writing the UN-WOW book manuscript. I now need to continue that work while shifting to my other work of (hopefully) educating young minds.

It feels like I divide my life not into months, but phases of work. Probably you do too. We can think about our year in which financial quarter we are in, the tempo of our work projects, the phases of required work reports. Work dictates our sense of time, or how we think about time, which speaks to the significance that work plays in our lives beyond simply providing an income.

Dr. Michael Lowenstein has spent his career understanding the impact of work and workplaces on employees, focusing on the relationship between employee experience and customer experience. In my employee experience course, I actually use his book “Employee Ambassadorship,” which focuses on how to create cultures that turn employees into brand ambassadors. Or put more simply, “What is the likelihood that your employees would recommend your company to others?”

He is working on a new book project and course framework with Tamar Cohen that further demonstrates the links between customer experience and employee experience, emphasizing that if you want to do well by your customers, you first have to do better by your employees.

Michael and I talk about the importance of stakeholder integration in your strategic planning, that you have to create alignment before taking action. Michael shares his experience working with organizations that prioritize both employees and customers, citing examples like MBNA America, Costco, and Market Basket. He explained how companies like Virgin, Baptist Healthcare, and Ritz-Carlton have successfully transformed their cultures to align internal and external focus, moving from employee satisfaction to engagement to commitment and ultimately customer advocacy. We also compare different organizational models, including B corporations, private companies, and public companies, in terms of their effectiveness in fostering employee-customer linkages.

I’ve known Michael for a long time, having done presentations and other events together. It was great to catch up with him, as well as capture his insights and experience on the podcast. 

Michael Lowenstein on LinkedIn: https://www.linkedin.com/in/michaellowenstein/

“Employee Ambassadorship”: https://www.amazon.com/dp/163157664X

I’m recording this episode a week early as I’m on vacation with my family up in Lake Placid, New York, a beautiful spot that we have been going to for close to 20 years. One of the nice things about going to a familiar place is all the constants that are there. Things like Mirror Lake, the Olympic Oval, the Ski Jump, the lovely High Peaks mountains. All of it is a nice reminder of past summers and current adventures. For some, this might all seem boring, but for me it is something that I know will be there, some kind of regulating force in a constantly changing world.

But there are changes as well. It always is interesting, and a little depressing, to see what stores have closed and what new ones have replaced them. Such is the way with entrepreneurship: there are successes and, well, not so successes. I always admire people who take the initiative to start something new, and can imagine the dreams that are bound up into these ventures. When I go back to Lake Placid, it is easy to mourn those businesses that are no longer there, and be hopeful for those who are.

Today’s episode of Experience by Design is about the long-running story of entrepreneurship, together with the new unfolding story of AI. Demetri Papazissis hails from Greece, which has a long history of entrepreneurship (especially with immigrants who have spread around the world). He continues that legacy with the company Superbo, which is an enterprise-wide AI agent company. Superbo uses what it describes as “Four capability layers that provide enterprise data semantics, AI agent governance, runtime compliance controls, and operational oversight” to provide solutions for clients. 

This conversation is about more than Superbo. It also is about the spirit of entrepreneurship in Demetri’s life, especially focusing on agility and freedom in the entrepreneur’s journey. However, he describes his own experiences as an entrepreneur as 80% negative and 20% positive. This leads to a broader conversation about whether people are being encouraged to be entrepreneurs when that lifestyle may not be right for them. 

We talk about the impact of AI in terms of work, the economy, and society. We discuss the challenges of strategic adoption of technology, seeing ways that companies fail to implement because they don’t have the strategy and support to succeed. He notes that successful AI implementation requires a partnership approach, involving not just technological guidance but also helping organizations address internal structural and relationship issues.

He also talks about how he is self-taught at piano, leading to admission to the Berklee College of Music here in Boston. Being there taught him the value of creativity and thinking outside of the proverbial box. Overall, it was a great chat about risk-taking, creativity, changing times, constant themes, and also Demetri’s great hair. 

Demetri Papazissis on LinkedIn: https://www.linkedin.com/in/demetripapazissis/

Superbo Website: https://superbo.ai/

Superbo Big Idea: https://www.businessage.com/post/my-big-idea-enterprise-ai-superbo

Working from home over the summer, primarily working on the Un-WOW book but other things as well, I get to see what passes for daytime television today. It takes me back to my childhood a little when I would be at my grandparent’s home during the summer months where they would watch me. This was in the archaic before-times, when cable television didn’t exist. Although in Detroit we were living pretty large because we were able to get the Canadian Broadcasting Corporation (or CBC) with our antenna. Even with this expanded option, my grandmother’s TV was always tuned to the daytime soap operas, including the long-running One Life to Live. The show ran for 21 seasons, from 1968 to 2013. Being young, I never quite captured what was going on, but it all seemed pretty dramatic. 

It is an interesting concept to ponder having ‘one life to live.’ In a biological sense, that might be inarguable given that we are alive for a finite period of time. On the other hand, it is completely inaccurate. If you think about your own life, there are probably many different ‘lives’ that you have lived. We might even think of them as stages in our lives, where we end one thing only to begin another.

At some point, to quote The Talking Heads David Byrne, “And you may ask yourself, Well, how did I get here?” Beats me. Some parts of my life seem many lifetimes ago. I don’t even know who that person was. I can see glimpses of him, but that person isn’t here anymore. All that’s left is me right now, and even that is transitory. 

So, many lives and many transitions in one’s life. In fact, we can say that life is about transformation and transition, changing and becoming. Much more than just one life to live. 

My guest on Experience by Design today Danielle Bennett has, like all of us, undergone some transitions in her life. First was her stint in the Navy, working first on the surface fleet and in the air service, and then on submarines, where she learned valuable lessons in leadership and how small errors can lead to major consequences. Then there was the transition out of the Navy due to a medical discharge, meaning finding her place and purpose in civilian life. There also was the transition to being a franchise owner and entrepreneur, as well as consultant and coach. Additionally, there was her gender transition to becoming a woman, making the decision to become Danielle.

We talk about lessons learned from the Navy, especially in the Silent Service, such as when a lack of coffee filters required immediate action. She also talks about how coaching girls softball and coaching business leaders can be very similar in that they both require helping guide people get the most out of themselves. Danielle uses the mantra of “Chin up, chest out” to promote pride in facing transitions with resilience. Danielle also shares how she works with clients to improve organizational systems, especially in the aerospace and defense industries. 

Finally, Danielle talks about her book “Leadership Voltage: Capturing Lightning with Triadic Balance,” where she emphasizes “Growth is everything” and leaders need to empower (rather than manage). She also shares her business academy DS7 Precision, offering 12-14 weeks intensive coaching programs. 

LEARN MORE:

Danielle Bennett on LinkedIn: https://www.linkedin.com/in/daniellejoleighbennett/

Danielle Bennett Website: https://www.daniellejoleighbennett.com/  

Radiant Legacy Collective: https://www.radiantlegacycollective.com/  

DS7 Precision: https://ds7precision.com/  

“Leadership Voltage”: https://www.amazon.com/Leadership-Voltage-Capturing-Lightning-Triadic/dp/B0GVNBYGHF/