“In today’s age, everything is a commodity. Nobody cares about your product, your brand, or the color of your logo. Experiences are the only way to differentiate yourself.” Says marketing guru Michael Brenner.

Except that:

Beats By Dre took 64% market share in just 4 years by building a powerhouse brand (arguably with quite a poor customer experience), becoming Apple’s largest ever acquisition.

Cylance, the fastest company to ever make $100m in revenue brought to market a fundamentally different and better cybersecurity product that used AI to detect threats more quickly. Not a “me too” product with a better CX.

SpaceX, who have secured over 100 missions worth over $12bn didn’t just take a regular rocket design to market and improve the customer experience, they made incredible technological leaps that are lowering the cost of space exploration.

Show me a business with a generic product and brand that have achieved the same staggering results as Beats, Cylance or SpaceX just by improving the customer experience and I’ll show you a squadron of flying pigs.

Grand pronouncements like these harm the entire CX industry by overpromising. They also make us look clueless and arrogant.

My one man war on bullshit continues! #customerexperience #bullshit

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