Seeing the How with Allen Adamson

In a world inundated with choices and an overabundance of information, businesses often find themselves struggling to stand out and differentiate their offerings. The quest to be the best at everything, to cater to every possible need, can often lead to mediocrity, diluting a brand's identity and impact. However, there's a shift happening—one that encourages businesses to zoom out and rethink their approach.  In a recent episode of "Joseph Jaffe is not Famous," marketing expert Allen Adamson discussed the importance of focusing on how businesses deliver their products or services rather than what they offer. This shift from what to how is transforming the business landscape. PS Don't forget to play 2 Truths and a Lie - bit.ly/2tl1_allenadamson -------------------------------------------------------------------   Here are my show notes:    25m - PBEC (28m) 28m - Harder to figure out how to make consumers lives better 30m - Comfort in the familiar 32m - Short(cut) to the Chase 34m - Most brands today are similar (versus dissimilar) 38m - Experience Disruption 39m - Be better at one thing 40m - 2 Lessons: Too much choice; Product "Self-Commoditization" / Assumption/Perception - Execution 43m - Self Inflicted Commoditization 48m - 50 Shades of Vanilla / Black 22 49m - Focus is Risky 52m - Going against Gravity 55m - Wright Brothers - Easy to Soar 56m - Returning things to Amazon 58m - Shipping and Receiving; VP, Shipping and Receiving (iPhone) / What v How -------------------------------------------------------------------   "Good judgment comes from experience, and experience comes from bad judgment." - Rita Mae Brown -------------------------------------------------------------------   If you like what you see, please subscribe to the show: bit.ly/subscribetotheshow Learn more about your ad choices. Visit megaphone.fm/adchoices