Most brands chase features. The best brands remove friction. In this episode, Allen Adamson, ex-Chairman, Landor; author of Seeing the How, breaks down 10 simple ways to make your brand inevitable by improving the HOW.The 10 Takeaways1 - Experience v Marketing: “Experience is the faster version of marketing.”2 - Show, Don’t Tell: Service videos build instant trust.3 - Make Choice Easy: Think Wirecutter - curate, don’t overwhelm.4 - Stop Feature Creep: When differentiation evaporates, the HOW is your moat.5 - Design for Shareability: People share delight, not specs.6 - Hire for Warmth; Reward for Care: Culture beats scripts every time.7 - Start with Easy Wins: Don’t boil the ocean; remove one big friction first.8 - Fix Incentives: “We care” fails if KPIs punish caring.9 - AI with Heart: Use AI to personalise and simplify, not dehumanise.10 - Surprise People: “Stop doing what you did yesterday. Start delighting.”Chapters00:00 Intro & the “HOW” idea01:00 #1 Experience beats marketing03:10 #2 Trust via transparent service videos06:00 #3 Simplify choices (Wirecutter lesson)10:10 #4 Why features stop working12:50 #5 Make moments worth sharing18:00 #6 Culture & incentives that create care21:00 #7 Easy wins greater than multi-year projects22:10 #8 KPI traps to avoid25:00 #9 AI that adds heart30:30 #10 Stop __, start __ Try This 10-Minute ChallengeDo a friction walk: pick one step customers hate → simplify/remove it → note before/after. Small change, real momentum.Want more insights on transforming your business? 🚀 🔔🔥 Hit That Subscribe Button NOW!🎯 Share These Game-Changing Tips with Your Network!👍💭 Like and comment —we'd love to hear your thoughts!Follow Jason S Bradshaw:Website: https://jasonsbradshaw.com/LinkedIn:

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