Want to move from market player to market shaper? It all boils down to unshakeable customer preferences. But in a world where both products and experiences are quickly copied, how do you create lasting differentiation?

This book offers you a practical approach: a strategic model and 26 actionable thought starters you can deploy right away.

Discover how the strategic interplay of Big Idea, Proposition Experience and Communication Experience created breakthrough successes for brands like Southwest Airlines, Tesla, Oatly or Airbnb. And harness the power of each thought starter for immediate impact - turning decades of in-market experience into your competitive advantage.

Take the first step. Turn the page - and transform your brand into a growth engine. Because in today's market, the best experience wins.

[...]

"Essential guide for championing real loyalty and growth."
MAURO PORCINI,
Chief Design Officer of PepsiCo

"Powerful strategies for meaningful customer connections."
LAURA LYNCH,
CMO of Bank of Ireland

"Definitive guide to unlock transformational customer relationships and experience-driven growth."
MARK BUCKMAN,
Board Director, former CMO of Telstra and of Commonwealth Bank of Australia

"A profound blueprint for thinking, doing, and communicating differently."
ROBERT JONES,
Professor of Brand Leadership at University of East Anglia and author of The Big Idea

"Insightful, practical, and highly relevant in the digital age."
ANJA LAGODNY,
IMD Executive in Residence, former Chief Digital Officer of JTI and VP Digital of Carlsberg

"Powerful and proven tactics for accelerating business growth."
ELISABETH ELLISON-DAVIS,
Group Chief Strategy & Transformation Officer at Le Groupe Bel

"A fresh perspective on orchestrating experiences that drive lasting growth."
MARC VONTOBEL,
Founder and CEO at Starmind

"A must read for every industry challenger."
RUTGER VERHOEF,
Co-Founder and CEO at GOWAGO

"A visionary toolkit for disruptive, lasting change."
NIELS SCHÄFER,
Co-Founder and CEO at LOEV Jewelry

"Clear strategies for delighting customers and driving sustainable growth."
MARCUS SCHÖGEL,
Professor of Marketing at University of St. Gallen, Switzerland

"Masterful blend of theory and practice for real world business success."
MATTHIAS ACKERET,
Publisher and Editor-in-Chief at Persönlich