Summary: How much of your business innovation focuses on ease of use versus being on the cutting edge? How much of Apple’s success was a result of making things simpler to use versus being innovated? Few Apple products were first to market; they usually were 3rd or 4th to market. However, they always excelled at USE or as Matt Dixon’s new book is titled, The Effortless Experience: Conquering the New Battleground for Customer Loyalty. Matt Dixon, an executive director of strategic research at CEB, has an unrelenting drive to find the answers to questions senior executives often take for granted. For more than 15 years, Matt has worked to uncover the truth behind many pillars of conventional wisdom in sales and customer service, often overturning long-held assumptions that are costing companies dearly in terms of wasted money and lost market opportunity. I started the podcast and engaged Matt Dixon about his book, The Challenger Sale: Taking Control of the Customer Conversation but found his new book equally as fascinating. Get ready because Matt is such a fast talker that in these podcast he says more than the average podcast that is typically twice as long. So much information and so quickly that I decided to split the podcast in half with this one concentrating on The Effortless Experience.
