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Learn How to Learn
In Make Your Brand Legendary, you share your expertise in creating and taking businesses from functional to brands recognized across the globe for their customer service. Why was this an important book for you to write?
For the last decade, I’ve been helping companies go to the next level with the insights in this book. From the start, demand outpaced my capacity. I hired consultants and trained them. Each year we help more companies than the previous year. But there is still a limit on how many companies we can reach in person. So, I wrote this book to get the tools in the hands of more people than I can do on my own.
What is one piece of advice you wish someone had given you when you were beginning your business career?
Learn how to learn. This is the skill that drives all the other skills. Find ways to get a steady stream of great ideas flowing to you. Connect with a partner or coach on a regular basis to help you apply those ideas. Run lots of experiments. And measure, measure, measure. Don’t just get inspired, get in motion. Learn how to learn.
What is a common misconception you feel people have about creating successful brands?
The temptation most people have to watch out for (including me) is getting “good enough” at the basics and then trying to create raving fans with a special feature and/or an epic experience. But none of the fancy stuff matters if you don’t first show up with Operational Excellence. See, the first question your customers are asking is, “Can I trust you?” If they don’t trust you to deliver consistent excellence in the fundamentals, it doesn’t matter how smart or creative or unique you are.
What is the next book you are working on, and when will it be available?
I am working on unpacking fully the five systems of the Customer Experience Engine included in this book, this time a book for each system. The first in the series is planned to be Customer Insight and is currently slated to release in 2025.
Author Links: GoodReads | Facebook | Website | Amazon
Apple. Harley-Davidson. Chick-fil-A. Disney. When you see or hear these names, something in us lights up. Sure, we know their product and service offerings, but a huge number of consumers have a much deeper, more profound, and even emotional connection to these businesses. These aren’t just brands; they’re legendary brands. And they don’t just have satisfied customers; they create raving fans—true believers who will buy every product, who serve as brand evangelists, who even tattoo corporate logos on their bodies, and who will fight to defend the honor and reputation of these multibillion-dollar corporations.
Why? What turns otherwise reserved people into raving fans of a computer company or chicken sandwich chain? It’s not magic. It’s not a lucky product. And it’s not something reserved for consumer brands with luxury products. For twenty years, Scott and his team have been working with leaders in a wide variety of industries, from manufacturing to professional service to enterprise software. No matter the industry, some companies have gone beyond delivering a good product to delivering a great customer experience.
In Make Your Brand Legendary, Scott Wozniak leverages his decades of brand-building experience within some of America’s most-loved companies to show you how to create world-class customer experience. After years of battle-tested work, Scott realized that there was a set of systems that all the great brands used to create raving fans. He captured these practices in an engine diagram, a simple tool to help leaders become legends. If you use this approach, you can build a Customer Experience Engine that will create those same kinds of raving fans that always seem to dominate dinner-party conversations and water-cooler chats. Only this time, they’ll be talking about your business.
LITERARY TITAN 