The Umami Strategy

Creating a unique value for your customers is crucial if you want to differentiate in an overcrowded market. To do so, you need to define a powerful strategy that determines consistent action across your organisation to deliver your unique flavour.

How can you make it happen? How do you build a powerful yet actionable strategy, and successfully implement it across your organisation? Many leaders, marketers and designers try to answer these questions. The Umami Strategy proposes a novel approach that will help you build and execute an experience strategy that is inspirational, aspirational and motivational.

Enjoyable, practical and full of hidden gems and tips, this book will help you get your organisation to align with building a unique market value through delivering memorable experiences to your customers. Because to be noticed, you need to stand out of the crowd.

Author

Aga Szóstek, Ph.D. is a strategic designer. For the past two decades she worked at the forefront of combining design, technology and business. She collaborated with brands such as Google, Microsoft, Philips, Canon, Samsung, EY, Santander, ING, Orange and many more, bringing the experience-focused strategic approach to project teams and boardrooms. Her approach inspired many organisations to refocus and bet on experiences as their strategic differentiator.

Next to consulting, Szóstek designs tools aiming to support delivering unique experiences and co-hosts a podcast about creative leadership: Catching The Next Wave. She graduated with her Ph.D. from the Eindhoven University of Technology, The Netherlands, and teaches experience design all around the world from the alternative business school Kaospilot in Denmark to Canterbury University in Christchurch, New Zealand.

Press

"A fun and practical book, full of hidden gems and tips that will help you align your organization towards building a unique market value." – FNV Magazine

"The book is especially interesting for companies that seriously want to get started with improving their customer service. experience. In addition, it pays to read this book if you are interested in the psychological and scientific aspects of customer experience." – Frankwatching