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The Umami Strategy

Stand Out by Mixing Business with Experience Design

The Umami Strategy proposes a novel approach that will help you build and execute an experience strategy that is inspirational, aspirational and motivational.
€35,00 Add to bag
Aga Szóstek
Article number: 9789063695798
Availability: In stock

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Felix Burghardt 25-10-2021 14:55

I enjoyed reading this book so much and I can recommend it to anyone who wants to explore new ways to create customer value and design memorable customer experiences. The book is filled with lots of practical and actionable tips on how to create an experience strategy and the numerous real-life examples make it really easy to read it and provide additional insights.

Anna Pohlmeyer, PhD 16-01-2021 14:15

Umami is packed with ideas and knowledge – there is so much to learn. Yet the feeling of being lectured never arises. Instead, it creates the impression of joining a thoughtful conversation in which Aga Szostek shares inspirational examples, business insights, design recommendations, psychological studies, as well as personal and professional anecdotes. This book on experience design is an experience in itself.

Rob Tillaart 22-12-2020 17:01

Umami is the name of a flavor described first about a century ago in Japan. It is something that adds extra taste to food. The idea of the author is to add such an extra motivating flavor to the design of products and services so it stands out.

In my opinion the book elaborates on the work of the "Blue Ocean Strategy" by Renée Mauborgne and W. Chan Kim. The added value of the Umami Strategy is that the author gives more practical explanation how to investigate product satisfaction and how to find and define the extra "umami cherry" on top of the cake.

The book is imho useful for bachelor and master level design and marketing. I can imagine this book becomes mandatory read in these educations.

Another important group that might benefit from the book are the people in startups that create new products by technology push. These are typically found on crowd funding platforms. The book will help startups to see how to explicitly differentiate their product from the competition. As consumers get less interested in underlying tech, which has become a commodity, the difference between a good and an amazing product or service will be essential for startups to bridge the gap to larger markets.

As a non native English speaker I find the book very readable and accessible. The examples given are well worked out and the graphics although simple do support the story. Like the book so much I already bought a copy for a friend.

Anthony Rocco 15-12-2020 20:54

Learning to see our everyday world with fresh eyes is one of the most difficult challenges we can ask of ourselves. Aga's writing profoundly and permanently shifted my perspective. These pages contain that same magic - a special invitation to see the splendor of this reality through Aga’s extraordinary lens.

Judith Volker 15-12-2020 12:32

A philosophy that every entrepreneur should use as his base to build on.

This is one of the most valuable books I have read and worked with recently. This book is setting the tone for the new standard. 'Just' selling a product is since long an outdated concept.
The client wants to know more, feel more, being part of a story, being part of an amazing experience. The customer wants to get inspired and belonging to, the book is guiding you to find the right recipe for your organisation.

I can recommand it for everyone who wants to formulate an aligned strategy for nowadays business. As we all know that the values of customers are shifting and companies have to think beyond their established standards to convince their target.

Umami Strategy is bringing you back to some ground principles of how I can not only replying to a customers need, also to excel in every field and he gets an outstanding experience in the end. Umami Strategy is for all people who are interested to rethink their own business or setting up a new one. The book is easy to understand for translating the theory into a practice case. That makes this book so unique in the way it bridges this and why it helps me so much.

Tomasz Skórski 10-12-2020 23:25

Aga Szóstek did something extraordinary: she wrote a short, insightful and practical book on the experiences for business folks: sponsors, business owners, product managers and product owners.

Her book has got firm ground in science (over 250 references!) and is based on the work of such authors as Marc Hassenzahl, Noam Tractinsky and Daniel Kahneman. Luckily, she knows and how to explain complex and complicated ideas in a simple and engaging way.

The book consists of three main parts. In the first part she explains how to discover a competitive advantage basing on experience design. The second part describes how to implement a strategy for product experiences and how to build metrics for them. The last one shows how to maintain and improve experiences over time.

I find the second part the most insightful. It is stuffed with techniques and almost ready-to-use templates for workshops and meetings.

If you are a product or business manager, I definitely believe you will find this book invaluable.

Katarzyna 30-11-2020 16:19

I recommend Aga's book to everyone who has any interest in strategy, not only experience strategy, but business strategy in general. The book balances the amount of theoretical knowledge with great actionable tools. It certainly will make me come back to it often in the future. At the same time it is very rich and well written. Excellent work.

5 stars based on 7 reviews
Customer Reviews (7)
Felix Burghardt 25-10-2021 14:55

I enjoyed reading this book so much and I can recommend it to anyone who wants to explore new ways to create customer value and design memorable customer experiences. The book is filled with lots of practical and actionable tips on how to create an experience strategy and the numerous real-life examples make it really easy to read it and provide additional insights.

Anna Pohlmeyer, PhD 16-01-2021 14:15

Umami is packed with ideas and knowledge – there is so much to learn. Yet the feeling of being lectured never arises. Instead, it creates the impression of joining a thoughtful conversation in which Aga Szostek shares inspirational examples, business insights, design recommendations, psychological studies, as well as personal and professional anecdotes. This book on experience design is an experience in itself.

Rob Tillaart 22-12-2020 17:01

Umami is the name of a flavor described first about a century ago in Japan. It is something that adds extra taste to food. The idea of the author is to add such an extra motivating flavor to the design of products and services so it stands out.

In my opinion the book elaborates on the work of the "Blue Ocean Strategy" by Renée Mauborgne and W. Chan Kim. The added value of the Umami Strategy is that the author gives more practical explanation how to investigate product satisfaction and how to find and define the extra "umami cherry" on top of the cake.

The book is imho useful for bachelor and master level design and marketing. I can imagine this book becomes mandatory read in these educations.

Another important group that might benefit from the book are the people in startups that create new products by technology push. These are typically found on crowd funding platforms. The book will help startups to see how to explicitly differentiate their product from the competition. As consumers get less interested in underlying tech, which has become a commodity, the difference between a good and an amazing product or service will be essential for startups to bridge the gap to larger markets.

As a non native English speaker I find the book very readable and accessible. The examples given are well worked out and the graphics although simple do support the story. Like the book so much I already bought a copy for a friend.

Anthony Rocco 15-12-2020 20:54

Learning to see our everyday world with fresh eyes is one of the most difficult challenges we can ask of ourselves. Aga's writing profoundly and permanently shifted my perspective. These pages contain that same magic - a special invitation to see the splendor of this reality through Aga’s extraordinary lens.

Judith Volker 15-12-2020 12:32

A philosophy that every entrepreneur should use as his base to build on.

This is one of the most valuable books I have read and worked with recently. This book is setting the tone for the new standard. 'Just' selling a product is since long an outdated concept.
The client wants to know more, feel more, being part of a story, being part of an amazing experience. The customer wants to get inspired and belonging to, the book is guiding you to find the right recipe for your organisation.

I can recommand it for everyone who wants to formulate an aligned strategy for nowadays business. As we all know that the values of customers are shifting and companies have to think beyond their established standards to convince their target.

Umami Strategy is bringing you back to some ground principles of how I can not only replying to a customers need, also to excel in every field and he gets an outstanding experience in the end. Umami Strategy is for all people who are interested to rethink their own business or setting up a new one. The book is easy to understand for translating the theory into a practice case. That makes this book so unique in the way it bridges this and why it helps me so much.

Tomasz Skórski 10-12-2020 23:25

Aga Szóstek did something extraordinary: she wrote a short, insightful and practical book on the experiences for business folks: sponsors, business owners, product managers and product owners.

Her book has got firm ground in science (over 250 references!) and is based on the work of such authors as Marc Hassenzahl, Noam Tractinsky and Daniel Kahneman. Luckily, she knows and how to explain complex and complicated ideas in a simple and engaging way.

The book consists of three main parts. In the first part she explains how to discover a competitive advantage basing on experience design. The second part describes how to implement a strategy for product experiences and how to build metrics for them. The last one shows how to maintain and improve experiences over time.

I find the second part the most insightful. It is stuffed with techniques and almost ready-to-use templates for workshops and meetings.

If you are a product or business manager, I definitely believe you will find this book invaluable.

Katarzyna 30-11-2020 16:19

I recommend Aga's book to everyone who has any interest in strategy, not only experience strategy, but business strategy in general. The book balances the amount of theoretical knowledge with great actionable tools. It certainly will make me come back to it often in the future. At the same time it is very rich and well written. Excellent work.

5 stars based on 7 reviews
Content

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

Quote

"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

 

Specs

ISBN: 978 90 6369  468 5
Author: Koos de Wilt
Concept: buro van Ons
Format: Paperback with flaps
Dimensions: 18 x 14,5 cm
Pages: 160

 
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