Excerpt of X via Graphics.com

Experience is the New Brand

Close your eyes for a moment and think about the last time you truly had a great experience with a company as a consumer, an experience that captured your heart, mind and spirit.

What about it was special? Let’s call it “X” – that je ne sais quoi that makes something so special.

X: The Experience When Business Meets Design is about X, creating such memorable moments for your customers through every encounter they have with your brand – all day, every day.

In math, x represents a variable to be solved for. In business, the x we must solve for is the experience we want to give our customers. Of course, the idea that businesses should focus on customer experience isn’t new.

But we’ve entered a new era in experience creation, and businesses that don’t learn to craft much more satisfying experiences for their customers have a great deal to lose.