10 Ways Iconic Brands Win On The HOW (w/ Allen Adamson) Chats With Jason podcast

10 Ways Iconic Brands Win on the HOW (w/ Allen Adamson)

4d ago 31:52

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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.

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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