Experience-driven companies lead their industries, and the world is taking notice. Let's learn how to provide consistently great customer experiences—together. Welcome to the Experience Leader Podcast.
Does Design Thinking Work? with Steve Nedvidek
Does Design Thinking work? Or does it oversimplify design, misrepresent it to the business world, and try to place designers? Steve Nedvidek joins Devin on the podcast in this episode to discuss it all.
Steve teaches design thinking at Wake Forest University, is responsible for introducing design thinking to Chick-fil-A, and is himself a designer. He is the perfect person to address recent critique of design thinking, in which a well-known designer claims that design thinking oversimplifies what design is, misrepresenting it to the business world, and ultimately tries to replace design itself. Devin’s own experience with design thinking has been far more positive than this critique suggests, and Steve agrees that there is more to the story than what this critic asserts.
Steve can understand the critic’s perspective when design thinking is thought of in one particular way, but Steve conceives of it much differently. Coming from the angle of his own background as an artsy kid having to try to explain to people what he did, Steve explains how design thinking was the language he needed to communicate what he was doing to people who did not know how he did what he did. In his experience, design thinking most certainly works, and helps facilitate connections between designers and non-designers. It is a discipline, mindset, and process that both enables understanding between people and helps non-designers to employ design concepts to solve problems - all without making the designer superfluous.
Design thinking, Steve says, calls us to think more deeply about the order of things. It adjusts the brain to the discipline of knowing what comes next, helps keep teams grounded in the central problem they’re working to solve, and promotes customer-centricity by demanding a team start with the customer rather than the product. Not only does design thinking foster empathy, but it is a living structure (rather than an equation or rigid set of rules) that also helps businesses to function effectively. It provides the structure for a business to play the long game, focusing on good solutions and stakeholder value rather than speed and immediate results, and following a methodology that takes one step at a time.
Learn more about Steve Nedvidek.
Learn more about the Experience Leaderpodcast.
Learn more about hosts Devin Smith and David Antoline.
Learn more about episode sponsor Active Digital.
Creating Great CX in the SaaS World as a CMO with Sydney Sloan
How do you create a consistently great customer experience in the SaaS business world? We find out from Sydney Sloan, whose storied career has included serving as CMO of Salesloft as well as senior marketing leadership positions at Adobe and Marketo.
Fantastic Hires and Where to Find Them
Your next star performer might not have the traditional background you're looking for, but you can find them, and Derek Greenacre is with us this week to show the way.
Applying Jobs to Be Done to Sales
How do you apply the Theory of Jobs to be Done to Sales? Bob Moesta is with us this week to talk about how he has done it, as outlined in his book, Demand-Side Sales 101.
Sales is from Mars, Marketing is from Venus - Part 2
In today's episode, hosts Devin and David are back for the second installment of this series on sales, marketing, and how both can work better together. Last week focused on marketing, this week is about sales!
While sales and marketing may feel like they are from different planets, both have to work together to ensure the best experience for the customer. The main goal for the company is how to orient itself around the customer, and to help the customer make the right buying choice for them. So the question is, how do you make a customer-centric sales process that works hand-in-hand with marketing? Devin and David answer this question in three main steps that will help both sales and marketing win.
First, you must make sure you understand the context of the customer. By the time the customer comes to a salesperson, they have already researched and formed opinions about the company. Even so, it is the job of the salesperson to still ask questions, find out what problem the customer is facing and what they’ve done to try to solve it so far. After that, you can better serve the customer by helping them understand what your company offers and the outcomes your offerings can produce to help the customer make progress.
The next stop on the customer journey is helping them identify the trade-offs they will face and discussing the service from the customer’s perspective. The customer has too many options and each organization is competing for their time and attention. The point in sales is not to just get numbers, but to understand what the customer needs and give them your opinion on what steps they should take. The salesperson needs to build trust with the customer and help the customer make the right choice for them. You can win trust as a company by helping the customer make the right buying decision, and discussing the ramifications and benefits for the options they have.
The last step is having sales and marketing work closely together to receive feedback and adjust accordingly. Just like the customer is researching your company, the sales and marketing team also need to receive intel on the customer to make sure they are the right fit for the company. In order to learn about the customer, you need to have conversations with them and ask questions. Then, you can share those assertions with the sales team, but also be willing to tighten and reframe those assertions about the customer. Both teams need to be able to receive feedback, reset, and try again. If it doesn’t work out with a customer, both teams need to find out why and work hand-in-hand together to improve. In every company, leaders need to give sales and marketing the ability to have conversations and make adjustments. The key to winning on both sides, is to continuously improve and to keep the focus on helping the customer make progress on their job to be done.
Learn more about theExperience Leaderpodcast.
Learn more about hostsDevin Smith andDavid Antoline.
Learn more about episode sponsorActive Digital.
Productfest RVA 2022
David and I got to hang out with over 350 product professionals at Productfest RVA 2022 in Richmond, VA. It was a blast, and we got to talk with product pros from CarMax, Capital One, and HBO Max. Tune in to hear about the event and the careers of these pros doing big things at major companies.
Devin’s positive nature makes this enjoyable and inspiring! His perspective and stared purpose, makes me think it will also be a valuable use of listening time in a world full of podcasts.
Really enjoyed the ‘insider’ point of view on building great experiences and how innovation can work, even in large companies. Look forward to hearing more.