How much of your business innovation focuses on ease of use versus

being on the cutting edge? How much of Apple’s success was a result of making

things simpler to use versus being innovated? Few Apple products were first to

market; they usually were 3rd or 4th to market. However, they always excelled at

USE or as Matt Dixon’s new book is titled, The

Effortless Experience: Conquering the New Battleground for Customer

Loyalty.

Matt Dixon, an executive director of strategic research at CEB, has an unrelenting drive to find the answers to questions

senior executives often take for granted. For more than 15 years, Matt has

worked to uncover the truth behind many pillars of conventional wisdom in sales

and customer service, often overturning long-held assumptions that are costing

companies dearly in terms of wasted money and lost market opportunity.

I started the podcast and engaged Matt Dixon about his book, The

Challenger Sale: Taking Control of the Customer Conversation but found his

new book equally as fascinating. Get ready because Matt is such a fast talker

that in these podcast he says more than the average podcast that is typically

twice as long. So much information and so quickly that I decided to split the

podcast in half with this one concentrating on The Effortless

Experience.