Seeing the How: Transforming What People Do, Not Buy, to Gain Market Advantage

Seeing the How invites you to reimagine your brand, company, or idea through the lens of consumer experience. It gives today's disruptors a path to offering consumers a new and better way to do what they do, clearly demonstrating how to see opportunities, and how to seize them to great advantage.

Two years ago, Zoom was unknown to most, six years ago, Netflix was a DVD delivery service. We ride in Ubers and stay with our families in Airbnb homes. We share Spotify playlists, refresh our closets with Bonobos, and pamper our pets with Chewy. We set up meetings with Calendly and pay bills with Venmo. The speed with which these disruptions to how we do things, and the enormous profits that come with changing daily routines, is breakneck and only point the way for other industries to carve out market dominance.

Seeing the How brings together data-driven research on consumer behavior, behavioral psychology, marketing analysis, and storytelling to provide a framework to help identify the methods by which business leaders can make these experience disruptions possible. Allen P. Adamson, an expert in branding, experience creation, and innovation strategy offers businesses a step-by-step guide to breaking into the market based on the tactics of the biggest experience disruptors out there, including Netflix, Apple, Warby Parker, and Stitch Fix.

These businesses speak to market segments and consumers that are diverse and far-flung. What they share is the extent to which they are experience disruptors. Their successes derive from their ability to make the stuff of daily life different, better, and easier.

Successful experience disruption is the de facto new competitive advantage across all categories. With Seeing the How you'll have the strategy necessary to bring your disruption to life, command market segments, and cultivate consumer loyalty.