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The Umami Strategy Stand Out by Mixing Business with Experience Design
Creating a unique value for your customers is crucial when you want to differentiate in an overcrowded market. In order to do this, you need to define a powerful strategy that determines consistent action across your organization to deliver your unique flavor. Szóstek describes this strategy as umami, which is the fifth category of taste (besides sweet, sour, salt, and bitter), and gives an exceptional flavor to your food. How do you build a powerful yet actionable strategy, and successfully implement it across your organization? Many leaders, marketers, and designers try to answer these questions. The Umami Strategy proposes a novel approach that will help you build and execute an experience strategy. The model used in the book allows you to (a) find out what stories your customers are telling today; (b) uncover motivators and demotivators that guide these stories; (c) envision the ideal future experience you want to deliver; (d) define the actionable measures that will ensure progress toward that vision; and (e) evaluate that progress through future customer stories.
Info Mrach 2021 Paperback with flaps 240 pages 9⅛ x 7 inches $ 45.00 ISBN 978 90 6369 579 8 ISBN 978-90-6369-579-8
9 789063 695798
Enjoyable, practical, and full of innovative tips, this book will help align your organization and convey your unique market value to customers. If you want to be noticed, you need to stand out from the crowd!
Author Aga Szóstek, Ph.D. is a strategic designer. For the past two decades, she worked at the forefront of combining design, technology, and business. She collaborated with brands such as Google, Microsoft, Philips, Canon, Samsung, EY, Santander, ING, Orange, and many more, bringing the experience-focused strategic approach to project teams and boardrooms. Next to consulting, Szóstek designs tools aiming to support delivering unique experiences and co-hosts a podcast about creative leadership: Catching The Next Wave. She graduated with her Ph.D. from the Eindhoven University of Technology, The Netherlands, and teaches experience design all around the world from the alternative business school Kaospilot in Denmark to Canterbury University in Christchurch, New Zealand.
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• The author is developing a business program based on this book with the Danish business school Kaospilot
Related Worlds of Wonder, page 33
Strategic Design, page 34
• The author runs the successful podcast Catching The Next Wave where the book will be promoted • The author runs free online webinars where the method of the book will be explained
