The Combustion Chronicles

Stitching Together Relationship-Centered Experiences (with Fred Gerantabee)

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A consumer’s first exposure to the brand is always important. With every new generation that comes up, brands should never assume that these people already know what you’re offering to them.

How do you create that first touch in trying to bring a customer into the fold? How do the three pillars of content, messaging and value work together to build the right experience? What is an “experience toolkit,” and how can you use it to strengthen multiple verticals across your entire Experience Ecosystem™? 

Join Shawn Nason and Fred Gerantabee explore all this and more.


In This Episode

  • (02:23) - Fred’s experience of diving into a new industry with his foundational toolkit
  • (06:17) - The right product, right message, and the right experience
  • (09:34) - How do you build the right experience for your customers?
  • (14:30) - Fred’s transition from the tech industry to becoming a CXO
  • (19:08) - How Fred saw technology outside of a box
  • (22:15) - Beating the adoption curve in digital innovation
  • (23:49) - How becoming a CXO culminated everything Fred has done in his career
  • (25:10) - Fred’s advice to someone starting out in experience design
  • (27:04) - The Combustion Questions


    • What we learned from Fred

    • You have to be very much forward facing with consumers.
    • Understanding what is the environment in which you’re working
    • The success of things should always come from a collective effort
    • The CXO is the connector in any organization
    • Always think about what you would want to see as a shopper.


      • Notable quotes

      [06:49] - “If it is something where you are bringing consumers into a new category, how do you convince them that it’s the right time to enter and it’s the right product to meet?”


      [09:48] - “The success of things that I look to bring to the market are not solely mine.”


      [12:03] - “It’s for me to work with my colleagues and create those relationships that we embark on together to say, to achieve these things, we need to do all of this together congruently.”


      [21:33] - “The evolution of your brand is not just about yet another campaign or another stunt. It is about creating the coolest products that you can put out in a number of channels in the market.”


      [23:56] - “To be a CXO, you have to definitely be a generalist in many senses. You have to understand how the different pieces come together.”


      Our guest

      Fred Gerantabee is the CXO of FGX International, which is part of eyewear giant EssilorLuxottica. He is an award-winning technologist, author and executive whose career has spanned the client, platform, and agency worlds across a variety of verticals.

      During stints at Walt Disney Internet Group, WPP, and FGX, Fred has focused intensely on leveraging digital platforms, product development, and brand to create amazing first-touch experiences for consumers.


      Resources & Links

      Fred Gerantabee

      LinkedIn: https://www.linkedin.com/in/fredgerantabee/


      Shawn Nason

      LinkedIn: https://www.linkedin.com/in/nasonshawn/

      Instagram: https://www.instagram.com/manonfiresocial/

      Twitter: https://twitter.com/manonfiresocial

      Website: https://shawnnason.com/

      MOFI: https://www.mofi.co/


      The Combustion Chronicles Podcast

      Website: https://shawnnason.com/combustion-chronicles-episodes/

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      The Combustion ChroniclesBy Shawn Nason
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