The Critical Role of Human Experience Innovation in the New Experience Economy

In today's rapidly evolving marketplace, traditional methods of driving enterprise growth and maintaining competitiveness are no longer sufficient. As we enter the Experience Economy, where the value of human experience takes center stage, organizations must adopt a new approach—one that places Human Experience Innovation at the heart of their strategy. This isn't just a trend; it's a fundamental shift in how businesses must operate to stay relevant and thrive.

Human Experience Innovation is about reimagining and redesigning every touchpoint within the human experience ecosystem. This ecosystem includes employees, customers, partners, connectors, innovators, and the broader physical and industry communities that interact with your organization. Each participant plays a critical role in shaping and enhancing the overall experience, and the organizations that recognize and leverage this interconnectedness will be the ones that lead in the new economy.

The Power of Employees in the Experience Economy

Employees are the backbone of any organization, and their experience directly impacts customer satisfaction and overall business performance. According to a study by Deloitte, companies that focus on creating a strong employee experience see a 2.5 times greater revenue growth and 4.5 times higher profit margins than their peers . By fostering an environment where employees feel valued, engaged, and empowered, organizations can drive innovation from within and create a ripple effect that enhances the customer experience.

Customers as Co-Creators of Value

In the Experience Economy, customers are no longer passive recipients of products and services. They are active participants and co-creators of value. Companies that excel in Human Experience Innovation understand the importance of engaging customers in meaningful ways, whether through personalized experiences, interactive platforms, or community-building initiatives. A report by PwC reveals that 73% of consumers say a good experience is key in influencing their brand loyalties, and 65% of U.S. consumers find a positive experience with a brand to be more influential than great advertising .

Partners and Connectors: Expanding the Experience Ecosystem

Partnerships and strategic alliances are crucial in extending the reach and impact of Human Experience Innovation. By collaborating with partners who share a commitment to enhancing human experiences, organizations can tap into new ideas, technologies, and markets. Connectors—those who bring people, ideas, and resources together—are also vital in fostering innovation and ensuring that experiences are cohesive across all touchpoints.

Innovators: The Catalysts of Change

Innovators within the organization—whether they are in leadership roles or on the front lines—are the catalysts who drive Human Experience Innovation. These individuals challenge the status quo, introduce new perspectives, and push the boundaries of what's possible. Organizations that nurture a culture of innovation see greater resilience and adaptability, positioning them to thrive in an ever-changing landscape.

The Impact of Physical and Industry Communities

The physical and industry communities in which an organization operates are also integral to the Human Experience ecosystem. These communities provide the context within which experiences are delivered and received.

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As someone who has launched hundreds of medical devices to the market, I have certainly had more than my fair share of belly flops. In fact, some of these product failures cost me personally millions of dollars, and those are the kinds of lessons that leave a big impact. The impact was so significant, in fact, that I became obsessed with the forensics of what causes product failure. It turns out there are four failure zones that we need to be very careful about when developing our products if we want to create technologies that delight our customers and ultimately scale, grow, and deliver enterprise profit. Now, without further ado, here are my four failure zones to pay very close attention to:

The Innovation Failure Zone

I have been awarded over 40 U.S. patents for technologies that I have created, and unfortunately, it took me a long time to understand the innovation failure zone. This zone is the moment we come up with an idea for a new product. The problem with this moment of innovation is that it originates from us, and therefore we move forward with the innovation with tremendous bias. It is said that love is the most irrational human emotion, and for most innovators, we love our ideas. We’re excited to launch them to market, and that’s where the trouble begins. Even when we seek out advice about our ideas, we typically seek confirmatory advice from spouses, friends, and colleagues. It’s incredible that we look to this body of analysis when none of these confirmatory insights deliver additional value.

How to Avoid the Innovation Failure Zone

Fall out of love with your idea and approach it with tremendous cynicism and skepticism. Successful inventors create lots of products, but they also kill the development of products early on to provide the emotional, time, and financial bandwidth necessary to move on to the next idea.

The Insight Failure Zone

For decades, product developers have limited their insights to voice-of-the-customer methods and feedback from a close circle of individuals who share the same frame of reference. Simply put, the success of innovation lies in the accuracy of the insights.

How to Avoid the Insight Failure Zone

Go far beyond traditional methods of technology assessment, including staged methods, FFE (Front-End Engineering), and VOC (Voice of Customer). These approaches are simply not enough and are generally risk-centric.

The Design Failure Zone

Some studies suggest that less than 2% of issued U.S. patents ever reach successful commercialization. One of the major reasons why most products fail is that the product is launched into the marketplace before it’s finished. Your product needs to have 10X the value of your competition in terms of real customer value. Take your time, finish the design, and whatever you do, don’t launch your product to market until you have installed every drop of value you possibly can.

How to Avoid the Design Failure Zone

Develop design team architecture that is far more expansive in terms of frames of reference and skill sets. Today, the best design teams include AI developers, UX designers, and a wide range of new participants, including artists and architects. The bottom line is that you need more diversity of thinking to have better innovations. Also, don’t become complacent. Be open to new, great ideas.

The Commercialization Failure Zone

I can’t tell you how many failed product developers I have interviewed in rese

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How to Invent

Thriving in a Time of Rapid and Chaotic Change

In today's world, where rapid and chaotic change has become the norm, innovation is no longer a luxury—it's a necessity. The pace at which industries are evolving, driven by technological advancements, shifting consumer behaviors, and global challenges, demands that organizations not only keep up but lead the way. The ability to invent, to create something new and valuable, is the differentiator that separates the leaders from the followers.

However, invention in this era is not about random flashes of brilliance or relying on outdated methods. It's about a strategic approach that ensures your innovation is not just novel but impactful. Here’s a four-step guide to effective invention in today's dynamic landscape.

1. Get Far Better Insights - Move Beyond Outdated VOC Methods and Surveys

Traditional methods like VOC (Voice of the Customer) insights and surveys have their place, but they often fall short in today's complex environment. They tend to focus on surface-level data and fail to capture the deep, nuanced understanding required for groundbreaking innovation. A study by McKinsey found that companies that use advanced customer analytics are 23 times more likely to outperform their competitors in acquiring new customers and 19 times more likely to be profitable. By utilizing advanced analytics, AI-driven trend analysis, and real-time customer feedback loops, companies can gain insights that are not just informative but transformative, guiding your invention process toward creating something that truly resonates with the market.

2. Develop Dynamic and Layered Value - Make It 10 Times Better

In a crowded market, incremental improvements won't cut it. To stand out, your innovation needs to be exponentially better than what's currently available. Research from Deloitte indicates that 71% of executives say their companies’ innovation strategies are primarily focused on incremental improvements, yet those that focus on disruptive innovation are more likely to achieve market leadership. This means developing dynamic and layered value within your product, technology, or service. By aiming for a tenfold improvement, you ensure that your invention isn't just a step forward—it's a leap.

3. Build a Comprehensive Pre-Launch Strategy

Even the most brilliant invention can falter without a thoughtful and thorough pre-launch strategy. According to Harvard Business Review, 80% of new products fail to reach their revenue goals because of poor planning and execution during the pre-launch phase . It's essential to consider every aspect of the market and competitive landscape, customer segmentation, and positioning. Focus on creating anticipation and demand before your product even hits the market. This preparation phase is about building a strong foundation so that when you do launch, you're not just entering the market—you’re dominating it from day one.

4. Launch with a Big Splash - Leveraging Omni-Channel Marketing

The launch of your innovation is your moment to make a big impact. In today’s digital age, a successful launch strategy must be omnichannel, utilizing every available platform and method to build momentum quickly. Research shows that companies using omnichannel marketing strategies retain 89% of their customers, compared to 33% for companies with weak omnichannel strategies. This means combining traditio

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The business world is fixated on artificial intelligence (AI) and its potential to both benefit and harm. In fact, we spend so much time obsessing over machine intelligence that we often overlook the true superpower: human intelligence (HI). Here are four key insights from my upcoming book, Human Experience Innovation, that you should consider as you prepare to integrate AI into your enterprise strategies.

What is Human Experience Innovation?

Human experience innovation is the formal process of gaining insights, developing strategies, and implementing actions to enhance the experiential value for the human ecosystem you serve. This includes customers, buyers, employees, patients, or, if you're an association, members. At the end of the day, we must recognize human intelligence as our greatest enterprise asset and human experience value as our most significant value proposition.

Get Real and Actionable Insights

Most organizations rely on surveys and other sterile data signals to understand what matters to the people they serve. However, innovation requires actionable insights. Leveraging outdated methods to gauge what customers and employees care about is a recipe for failure. Instead, consider using advanced techniques like collaborative ideation, insight hackathons, and improved data analytics.

Examples of Insight Hackathons:
Insight hackathons bring together customer-facing stakeholders with a specific innovation target in mind to create new solutions and improve experiences. For instance, a hackathon could be centered around reducing friction and confusion in the onboarding process for new customers. By focusing on this specific challenge, participants can collaborate to develop innovative approaches that significantly enhance the customer experience.

Complement HI with Technology

AI and other technologies should be seen as tools to complement, not replace, human intelligence. For example, leveraging robotic process automation (RPA) can automate repetitive and non-human tasks, freeing up valuable time for your team to focus on what humans do best: being human. According to a recent McKinsey & Company study, using RPA can improve efficiencies by as much as 30% by allowing AI to handle the heavy lifting of repetitive tasks. This, in turn, empowers your team to focus on activities that require human intelligence and creativity.

Build Holistic Strategies

Many organizations only focus on one of the five participants within the human experience ecosystem. To deliver exceptional value to your marketplace, you must gain insights across all participants in your ecosystem. This holistic approach enables you to create better experiences that improve human value. Strategies should encompass not just technology but also the human elements that drive success.

Human Intelligence and Experiential Value Are the New Mandate

In an era of digital ubiquity and rapid change, organizations need to prioritize human intelligence and experiential value. Yes, this requires a budget, dedicated people, and a commitment to a strategy supported from the top of your organization, including the Board of Directors.

Organizations must begin discussing how they will serve the human ecosystem by leveraging new practices and technologies. Artificial intelligence is a tool, but it is useless without human intelligence to architect and enhance experiential value. By combining human creativity with advanced tools lik

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Summary of Human Experience Innovation (HXI)

Introduction to Certified Master of Human Experience®Training

The Science Behind Human Experience Innovation

Human Experience Innovation (HXI) focuses on understanding and enhancing the interactions between humans and products, services, or systems to create meaningful and positive experiences. The science behind HXI combines principles from psychology, sociology, Customer Experience (CX) design, and user experience (UX) research to develop strategies that address the needs, preferences, and behaviors of all stakeholders involved.

Importance of a Robust HXI Strategy

Understanding Human Behavior

By studying how people interact with products and services, companies can identify pain points and opportunities for improvement.

Enhancing Engagement

A robust HXI strategy ensures that every touchpoint is optimized to deliver a seamless and engaging experience.

Driving Innovation

By focusing on the human experience, companies can develop innovative solutions that meet real needs and differentiate themselves in the market.

Building Loyalty

Positive experiences lead to higher customer and employee satisfaction, fostering loyalty and long-term relationships.

Creating Value

A well-executed HXI strategy creates value for all participants in the ecosystem, leading to sustainable business growth.

Human Experience Innovation Ecosystem

The Next Generation of Innovation

Human Experience Innovation (HXI) represents the next generation of advanced science, fundamentally transforming the way organizations attract and retain customers, employees, valuable vendors, and partners. Unlike outdated methods and approaches of the past few decades, HXI provides a human-centric infrastructure for modern enterprises. It goes beyond traditional innovation, emphasizing comprehensive improvements in experience for everyone involved in the ecosystem. Through HXI, organizations can achieve unparalleled levels of engagement, loyalty, and success, setting new standards in the experience economy.

The Holistic Human Experience Ecosystem

The Human Experience Ecosystem is similar to an ecosystem in nature. In other words, the various participants within the ecosystem interdependent. Most organizations take a fractional approach towards the way which they manage Human Experiences across their departments and enterprise. For example, organizations that seek to improve customer experience, without first improving employee experience will ultimately fail, and vice versa. We must create an “ecosystem of happiness” in order to improve Experiential Value (EV) across the continuum. The Human Experience Ecosystem is comprised of the following participants:

Customer

The end-user or consumer within the ecosystem. Understanding their needs, preferences, and behaviors is crucial for delivering a satisfying and valuable experience. This insight helps in tailoring interactions and services to exceed customer expectations and build lasting relationships.

Employee

The individuals who contribute to creating and delivering the overall experience. Engaged and motivated employees are essential for fostering a culture of excellence. Their satisfaction and involvement directly impact the quality o

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In a time of chaotic change, it is imperative for healthcare executives to develop an updated enterprise strategy to navigate the evolving landscape effectively. Here are five key areas that should be priorities for healthcare organizations in 2025 and beyond:

Patient Consumerism

Patients today are more empowered and expect seamless, transparent, and value-driven healthcare experiences. According to Accenture, 90% of patients prioritize digital tools for self-management and communication with their providers. Adopting patient-centric approaches will enhance satisfaction and loyalty.

Emerging Technologies

Technologies such as AI, telemedicine, and robotic process automation are transforming healthcare delivery. The global AI in healthcare market is projected to reach $45.2 billion by 2026 (Allied Market Research), highlighting the importance of integrating these technologies to improve efficiency and outcomes.

Workforce/Staffing

Addressing staffing shortages and provider burnout is critical. The American Medical Association reports that physician burnout rates are at 42%, impacting care quality and employee retention. Innovative strategies to enhance workforce well-being are essential for sustaining healthcare delivery.

Cost Management

Efficient cost management is vital for sustainability. McKinsey & Company estimates that the healthcare industry could save $300 billion annually through effective cost-saving measures. Focusing on reducing waste and optimizing operations will be key to financial health.

The Importance of Innovation

Continuous innovation is crucial for staying ahead. Deloitte's 2021 Global Health Care Outlook highlights that 77% of healthcare leaders view innovation as a top strategic priority. Embracing new ideas and technologies will drive growth and improve patient care.

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For more insights on navigating these priorities, visit DisruptionExpo.com

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Unlocking Superior Insights for World-Class Medical Device Design

In the competitive landscape of medical device development, relying solely on traditional VOC (Voice of the Customer) and survey methodologies is no longer sufficient. To create truly innovative and impactful medical devices, we must delve deeper into the essence of user needs and experiences. This is where the Soul of the Customer® (SoC) approach comes into play.

The SoC method revolutionizes the way we gather insights by stripping away designer prejudices and biases. It employs genuine human language and thoughtful linguistics to uncover accurate, actionable insights that inform superior design inputs. This method not only captures the true voice of the user but also reveals deeper emotional and functional needs that traditional surveys often miss.

By leveraging the power of SoC, we can super optimize designs before commercialization. This involves:

1 Thoroughly understanding user pain points and desires.

2 Validating design concepts through real-world feedback.

3 Iterating rapidly to refine and enhance product features.

4 Ensuring regulatory compliance without compromising innovation.

5 Engaging cross-functional teams for holistic development.

6 Continuously monitoring and improving post-launch performance.

Adopting the SoC approach leads to medical devices that not only meet regulatory standards but also exceed user expectations, driving sustainable success and market leadership.

Ready to transform your medical device innovation process? Embrace the Soul of the Customer methodology and unlock insights that propel your designs to the next level.

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I'm thrilled to share insights about my passion project, the Disruption Expo, in this week's podcast. Designed specifically for healthcare executives and leaders, this event aims to provide a comprehensive understanding of the significant disruptors shaping the industry.

The Disruption Expo features multiple learning tracks to help participants navigate the evolving landscape of healthcare. One key track focuses on workforce and staffing, exploring strategies to attract, retain, and inspire mission-critical talent while addressing future workforce dynamics and staffing shortages. Another essential track delves into innovation, providing insights on how healthcare organizations can foster a culture of innovation and leverage enterprise strategies to significantly boost returns on strategic priorities.

Regulatory changes are another critical topic covered at the Expo. Attendees will gain a deep understanding of the latest regulatory developments and their implications for healthcare operations, as well as strategies for maintaining compliance and ensuring organizational resilience. Emerging technologies, including artificial intelligence, are also highlighted. Participants will discover how AI can transform patient care, reduce operational costs, and enhance decision-making processes.

Leadership during times of rapid change is crucial, and the Lucid Leadership track will equip executives with the principles necessary to guide their organizations effectively. This includes achieving clarity in market insights, internal capabilities, and self-awareness to drive impactful leadership. Additionally, the impact of hyper consumerism on healthcare delivery is examined, offering strategies to enhance patient experiences and meet the evolving demands of healthcare consumers.

Patient and customer experience is another focal point, with discussions on delivering exceptional experiences based on insights from my bestselling books, "What Customers Crave" and "What Customers Hate." The Expo ensures all attendees leave with practical approaches to improving customer satisfaction and engagement.

The event features keynote speakers who are bestselling authors and renowned experts, providing fresh, actionable insights. Attendees will also have the opportunity to participate in free leadership and innovation certification training, including Lucid Leadership® Certification and Certified Innovation Superstar®. Every session includes comprehensive collateral and additional resources to maximize learning.

Beyond the event, attendees will become registered members of the Disruption Expo innovation community, offering ongoing collaboration and learning opportunities throughout the year. This ensures continuous engagement and value long after the Expo concludes.

The Disruption Expo virtual event is a no-cost opportunity that offers substantial value to executives and leaders within the healthcare industry. Interested participants can fill out a short registration form, and upon approval, they will receive a complete registration packet with further event details.

Listen to this podcast episode to learn more about our groundbreaking virtual event set to go live this October. Don’t miss the chance to stay ahead of the curve and transform your approach to healthcare leadership. For more information, visit www.disruptionexpo.com.

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