A good article on the blog Innovate on Purpose suggests that thriving companies are consciously designing their service and customer experience...not just their product. At MB Piland, when we think about a client's marketing, the overall experience they deliver to their customer is always a key part of what we examine—and make recommendations to address. What's the total experience? How are they treated when they interact with your company? How do they feel when they interact with your product? I've always felt that if you overlook these things, you're missing something that can critically set you apart.

"People today are looking for an experience to go with the product they are buying. The product by itself is not enough. There is a distinction now between an 'adjective' brand and a 'fact' brand. The iPhone is an adjective brand, Blackberry is a fact brand," says Jeffrey Phillips. "Want a simple, powerful and sustainable innovation? Design the customer's experience to delight and sustain the customer, rather than spending all your innovation effort on the speeds and feeds." We couldn't agree more!

You can read the whole story at this link. –Martha