Controlling a market is not just about providing a good product or service—it relies on providing a consumer experience like no other.
- In his book, Seeing the How: Transforming What People Do, Not Buy, To Gain Market Advantage, author Allen P. Adamson shares the secrets behind some of the most transformative business ideas.
- By focusing on the consumer experience, these companies have managed to command consumer loyalty and sometimes create entirely new spaces in the marketplace.
- Adamson asks his readers to reimagine their brand through the lens of the consumer and learn how to enhance their experience.
Why it’s important
Creating a lasting brand is more than promoting a successful product—it relies on giving consumers a better experience than what they currently have. Leaders who seize these opportunities have the chance to create a market disruptor and have a lasting effect on the market.
Adamson describes the rise of Zoom, Netflix, Uber Technologies, and Airbnb. These companies were unknown just a few years ago, but now they dominate the market space. These companies, Adamson explains, understood how customers liked to behave and, more importantly, how to break those habits and create a space in the market.
Seeing the How highlights data-driven research surrounding consumer behavior while using behavioral psychology and marketing analysis to identify methods leaders can use to disrupt the market. Adamson draws on his expertise in branding to provide readers with a step-by-step guide to the tactics that some of the most effective disruptors have used.
Adamson is the co-founder and managing partner at marketing and branding firm Metaforce and was formerly Managing Director at leading brand development firm Landor Associates. He has worked alongside big-name companies like GE, IBM, PepsiCo, Pfizer, and Verizon. He has also written Shift Ahead and Brand Simple.
Seeing the How was published by Matt Holt on May 2, 2023.