Experience by Design

Hosted by Gary David

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196

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Oct 2026

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EN-US

About the show

This is Experience by Design, a podcast that brings new perspectives to the experiences we have everyday. Does standing in line always have to suck? Why are airports so uncomfortable? What does it mean to be loyal to a brand? Why do you love being connected but dislike feeling tethered to your smart phone? Can we train people to care about the climate? Join Sociologist Gary David and Anthropologist Adam Gamwell on an expedition to the frontiers of culture and business through the lens of human experience. We're here to make sense of the madness with leading psychologists, cognitive and social scientists, entrepreneurs, and business leaders.

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October 30, 20261 hr 6 min

Psycho-Aesthetics Experiences with Ravi Sahwney

This semester, I’ve been teaching a class that originally was called Internationalization and World-Ready Product Design. The class stands in a long line of academic tradition of having really long names that are hard to remember. Despite that, the class has been a fun exploration of culture, technology, inclusion, ethics, and design aesthetics. One of the themes that we keep hitting on, and my guest last week emphasized, is that we typically rely on a limited history of design aesthetics that is rooted in certain cultural traditions and leaves out (or even completely are ignorant of) others. Aesthetics put simply is the philosophical investigation of art and beauty, how people evaluate things in terms of those properties, and how those aesthetics are part of design. American philosopher John Dewey in his book Art as Experience talked about how art and aesthetics should be integrated into everyday life. There is inspiration from and unity in art and everyday experiences, especially how our appreciation and imagination of the everyday can be rooted in artistic expressions. This in turn becomes part of how we envision design. We can see how this has an impact on our work as experience designers. How do we think about art, beauty, usability, and overall aesthetics in the design products that create? To explore this issue and these questions, I welcome Ravi Sawhney to Experience by Design. Ravi is an industrial designer, and co-founder of RKS Designs. He also is co-founder of RKS Guitars, which he worked with rock star Dave Mason (of Traffic, Delaney and Bonnie, and Derek and the Dominos, among many other accomplished groups). Together, they redesigned how the guitar would look in a new amazing form, as well as conceptualized how guitars could be modular. The focus on aesthetics extends into how RKS does other design work, including user interfaces, brands, packaging, and much more. Ravi talks about his journey to founding RKS, as well as what led to him working with Dave Mason (who recently died when we recorded this). He describes his approach of Psycho-Aesthetics, which is a “design methodology that merges psychology with aesthetic design to understand how products and experiences influence human emotion, thoughts, and behaviors.” He also talks about Psychoaesthetics Artificial Augmented Intelligence, a new human intelligence layer that controls and directs AI through human-centered design principles. Ravi shares his career journey from working as a model maker to becoming an industrial designer at Xerox PARC, where he developed the first graphical interface for a touchscreen while working with PhD psychologists and programmers. Ravi discusses his approach to helping organizations overcome client resistance to disruptive change by using design to create positive experiences and affirmations that lead to adoption of new ideas. We also talk about old tech, Teddy Ruxpin, remote controls, and coffee mugs. RKS Design: https://rksdesign.com/ Psycho-Aesthetics: https://rksdesign.com/psycho-aesthetics-design-thinking/ RKS Guitars: https://rksdesign.com/rks-guitars/ Ravi Sawhney on LinkedIn: https://www.linkedin.com/in/ravisawhney/

October 23, 20261 hr 10 min

Inclusive Experience Design with Steven Wakabayashi

There are a lot of aspects of my job that I enjoy. Perhaps the most enjoyable is helping students prepare for a fulfilling life where they can find a professional and personal path that will work for them. Not that we as professors can be fully responsible for that. But I think all professors see themselves as Robin Williams either in Good Will Hunting or Dead Poets Society . We want to reach our students in a way that provides a lasting impact. Another part of this is trying to extend one’s own profession through the lives of younger aspiring professionals. Ideally, we provide a platform on which they can stand and advance, further progressing the work we have done and hoping for greater progress when the reins are turned over to new generations. Here is what we have done and learned, and now it is up to you all to advance what we started. I can’t say “finish what we started” because progress is never finished. But through continued progress, we can hope that things just keep getting better for more and more people. While we all can be beneficiaries of such progress, it is important to keep in mind those who have been historically marginalized, making sure that progress is not just felt by them, but directed toward them. To discuss professional pipelines and intentional inclusion, I welcome Steven Wakabayashi to Experience by Design podcast. Steven has a fascinating history, majoring in physiology/neuroscience as well as theater/dance, which was a unique combination for a pre-med path. However, his own work creating websites and a gap year led him to focus on design as a career. We talk about his low-tech childhood, where he had to find ways to use creativity to occupy his time. Steven discusses the importance of taking creative risks and making mistakes during one’s education. Steven explores how design is becoming increasingly homogenized due to Eurocentric perspectives and corporate aesthetics, but highlights the importance of global design diversity, particularly from Asia, Africa, and different Asian countries. He explains that while some designers seek corporate jobs for stability, clients are increasingly seeking fresh and innovative designs that often draw inspiration from underrepresented communities and activism. Steven describes his efforts related to the QTBIPOC Design fellowship, providing a pipeline for diverse talent to make a difference through design. We also explore how leveraging individual experiences and cultural backgrounds can enhance problem-solving and create more effective designs. We end with discussing the need for adaptability in design practices as contexts and audiences evolve rapidly, emphasizing the importance of being open to new approaches and continuously reassessing needs. Stranger Creative: https://strangercreative.com/ QTBIPOC Design: https://qtbipoc.design/ Steven Wakabayashi Website: https://stevenwakabayashi.com/ Steven Wakabayashi LinkedIn: https://www.linkedin.com/in/stevenwakabayashi/

October 16, 20261 hr 2 min

Servant Leaders and Employee Experiences with Arthur Adams

I am just back from being at Customer Contact Week in Nashville, where I was lucky enough to be a keynote speaker. In one of those moments that I’ll likely never repeat, I was on the Country Music Hall of Fame stage. I even got to use the Vince Gill waiting room before going on stage. It was all very cool, and a lot of fun to be where many famous artists have been before me. I hope I did them proud in my own performance. I was told the talk went well by people who saw it. It’s hard to tell from the stage, at least for me it is. I also think I could have done better, and usually focus on what I should have done rather than how well I executed what I did. Overall the event was really interesting, and I learned a lot about what’s happening in the industry. One of the key takeaways was the focus on customer service and experience, including its connection to employee experience. There was a lot of conversation around how to integrate technology, especially AI, to deliver better experiences for everyone involved in the contact center interaction. People still matter, and human moments need humans in them! That’s the good news. Perhaps the bad news is that companies still don’t know how to leverage this technology, buying into the hype rather than focusing on their core strategy. This means that even vendors have to educate clients on how to best implement the technology. Sorting all of this out is going to require some leadership. And more specifically, servant leadership that focuses on providing benefits to others rather than just enriching ourselves. This is why I am fortunate to have Arthur Adams on Experience by Design. Arthur and I share roots in Detroit, Michigan, which already tells you the high quality person that he is. Beyond that, he grew up with a father who was a minister. Both of these foundations led to his emphasis on serving others and embracing a resilient attitude in life. His own journey started out in supply chain, working with CSX in roles that included VP of Sales and Customer Engagement, as well as Senior Vice President of Sales and Marketing. Now he is extending his service through his book, “Servant Leaders Finish First,” which provides a “yearlong journey of purpose, presence, and resilience.” We talk about how modern leaders are faced with a myriad of inputs that they have to manage and make sense of. As a result, the modern leader is fatigued with higher rates of burnout and turnover. To become better leaders, we need to constantly revisit service as the core of our calling. This requires periods of self reflection, self awareness, and engagement in meaningful work. Additionally, we need to be able to take care of ourselves given the cost that can come with service to others. Arthur Adams Website: https://arthurlead.com/ Arthur Adam LinkedIn: https://www.linkedin.com/in/arthurladamsjr/ “Servant Leaders Finish First”: https://www.amazon.com/dp/B0H8B8TVQH

October 9, 20261 hr 2 min

No Limit Leadership Experiences with Sean Patton

There has been a lot in the news about fraternities of late, which made me think about my time in a fraternity. When I was pledging as a college first-semester freshman, I had the “privilege” of being pledge class president. I should probably put that on my LinkedIn profile now that I think of it. But “leading” is different from rank. I had the same experience from being the Chair of my academic department. I was “in charge” in the sense of my name being required on a lot of documents, among other responsibilities. Was I leading? That I don’t know. It was more facilitation and accommodation than what I would consider to be leadership. All of this underlines a couple of important points regarding leadership. The first is leadership is more than a position, it is an activity. All of us can lead in our everyday lives, such as leading by example. But to lead in an organization requires people being willing to follow. This goes back to the old saying about leading a horse to water but you can’t make it drink. Leadership intent in the absence of being well received yields a lot of frustration on all sides. So we have this reciprocal relationship between those trying to “lead”, and those taking direction to guide action. You can’t have one without the other. Sean Patton knows something about leadership, having been taught it, exercised it, and advised on it. With a last name of “Patton,” it is not surprising that he went to West Point. From that point, he was a US Army Special Forces Commander, for which he received two Bronze Stars in Iraq and Afghanistan. He also was recognized with a Leadership Award as a commander. At the same time, his first business out of the military failed, providing him with another perspective on leadership and leading. Other personal setbacks further strengthened his perspectives and resolve around what it means to lead not just for others, but for one’s self. Today he is a leadership coach and trainer at Novus Global, working with various organizations like Redfin, Netflix, and Meta. He also wrote the book “A Warrior’s Mindset: The 6 Keys to Greatness”, and is the host of the “No Limit Leadership” podcast. We talk about his concept of ‘epistemic humility’ in leadership, emphasizing the importance of being open to changing one’s beliefs when new information arises. In other words, leadership means being able to adapt. We also explore leadership challenges with young adults, as well as the need for ongoing leadership development opportunities. Sean describes the difference between “quiet competence” to “loud obstinance,” using historical figures such as President and General Dwight D. Eisenhower and Admiral Chester Nimitz as examples. Finally we talk about employee experience, leadership, and artificial intelligence. As AI becomes more ubiquitous, employees, and leaders need skills like analysis, creativity, and pattern recognition. A good leader needs to see AI as a tool to enable workers, rather than just an opportunity to replace them. Sean Patton Website: https://www.seanpatton.me/ Sean Patton LinkedIn: linkedin.com/in/seanpattonpresents “A Warrior’s Mindset: The 6 Keys to Greatness: https://www.amazon.com/Warriors-Mindset-Keys-Greatness/dp/B09HG54YS4 “No Limit Leadership” Podcast: https://nolimitleadership.buzzsprout.com/ Novus Global: https://novus.global/seanpatton

October 2, 20261 hr 9 min

Gift and Swag Giving Experiences with Ben Greenock

I guess now that it is autumn and nearly October, it’s time to start preparing for the upcoming holiday. And by that I mean of course Christmas, and not Halloween. Tis the season! That is, if the season ever really ends. Honestly, if we mark the Christmas season as starting when stores bring the decorations out and Mariah Carey belts out over the store speakers, the Christmas season has already started. Sure, we do fit Halloween and Thanksgiving in the mix, but those only feel like afterthoughts. It is all Christmas all the time. I don’t think our devotion to Christmas is because of the level of religious observance in the United States. I do recognize that it is an important day for many because of their religious beliefs, and I don’t want to take anything away from that. But our extended Christmas season is more about society’s devotion to stuff. The buying of stuff, the giving of stuff, the getting of stuff. It is all about the stuff. If you don’t believe me, just remember that today’s rendition of Santa Claus was borne out of a Coca-Cola ad campaign. I have a different relationship today with stuff. I’ve hit that point in the aging cycle where I am looking to shed stuff rather than acquire more stuff. You start to look around at the stuff you have accumulated, and wonder what it is for and do I need it? Or did I ever need it? If I haven’t used it yet, odds are I won’t. So, I am all about trying to get rid of the things I don’t use and really don’t need. When you start down that road, you do start to wonder, “What exactly do I need?” “What kinds of things would I really value?” I think that way when my kids ask me what I want for my birthday, Father’s Day, or a holiday. I don’t really need anything. So what then can they get me? It can be a hard decision to arrive at. Now, imagine doing this on a much larger scale, such as for employees or as give-aways at a conference or corporate event. All the stuff that is given to us, handed out, gifted as tokens of appreciation, and the like. Ben Greenock has thought exactly about these issues. Ben is Chief Customer Officer and Co-Founder of the company Go Swag. As Ben describes, Go Swag isn’t your typical swag company. Ben tells about how they turned down business with one client because they wanted to order something that Ben knew was just going to be discarded as more “stuff.” Rather than just providing stuff, Go Swag does research to figure out what will be useful to the audiences you are trying to provide for. We discuss how Go Swag tries to create branded gift experiences using high quality, sustainable gifts which can be distributed globally with unique boxing. Ben also describes how they draw on their UX know-how to develop intuitive and seamless customer journeys. Additionally, they don’t go with gimmicks, but things that the recipients will value. Ben also talks about going to the Glasgow School of Art and Product Design, especially as a person who grew up with undiagnosed dyslexia. However, these challenges of getting through school allowed him to develop resilience and a unique way of problem solving which he still uses today. Thus, he is wired to find a better way. We also talk about the importance of gift-giving and reciprocity in building relationships with others, and that gifts should be well thought out and intentional to be valued. Ben Greenock LinkedIn: https://www.linkedin.com/in/bengreenock/ Go Swag Website: https://www.goswag.com

September 25, 20261 hr 7 min

Discussing Discoverability and GEO with Alan Rambam

With the marketing pre-launch of my book “The UN-WOW,” I have had more attempts at social media engagement than I ever thought (or wanted to be) possible. It has been an ongoing process of creating content, posting content, and waiting for people to notice the content. In doing so, I have noticed a lot of other people doing the same things. Create, post, wait, and then hopefully engage with an ‘audience.’ It seems to be the circle of life today. The creating, posting, and waiting is the easy part quite frankly. It is the getting noticed that presents the challenge since there are many others trying to do the same thing. So there we are, all together, hoping for the same things. Maybe we should all be commenting on each other’s stuff. Would save a lot of time. With more and more content out there in the world, there is a greater challenge to get noticed, to break through all the other postings. I have read a bunch of stuff on SEO, or search engine optimization, trying to figure out how to maximize ‘market penetration.’ But it seems that a lot of that time might have been wasted because there are new abbreviations to consider! On this episode of Experience by Design podcast, I welcomed Alan Rambam to the show. Alan is the author of “GEO Survival Guide,” and “Maintaining Visibility Survival Guide.” in which he describes generative engine optimization and its relation to SEO. To our conversation, Alan brings a career of experience with Ford Motor Company, Gravitater, Fleishman-Hillard, and even working with the Clinton Administration in the aftermath of the shootings at Columbine High School. We talk about the challenges associated with visibility in a world obscured by a constant flood of content. But we talk about more than that. He talks about how he started a business in youth marketing as a teenager. This led to opportunities with the Clinton White House doing youth outreach. He shares how all of this ultimately led to a career spent helping companies become visible. Alan takes me through this process of checking your current visibility, and how to maximize your visibility and exposure using the newest technology. He talks about how SEO is still relevant, but not all you need to consider. We need to write for AI algorithms in order to become more visible and become “discoverable.” He describes how “the machine is the gatekeeper now,” and that AI has to believe your content is true before it includes it in its algorithms. At the same time, we need to retain control of the content and the process. We also talk about art, society, humanity, and what we need in our lives in the coming AI age. Alan Rambam LinkedIn: https://www.linkedin.com/in/alanrambam/ Alan Rambam Website: https://alanrambam.com/ “Maintaining Visibility Survival Guide”: https://www.amazon.com/dp/B0G6Z6L9NX

September 18, 20261 hr 8 min

Military Transition Experiences with David Howe

Going to high school in the 1980s, there was a strong emphasis on the idea of going to college in order to enter a white-collar career. This was seen as the epitome of success. Even though I was in Metropolitan Detroit, the focus still was not on skilled trades and manufacturing. “Shop” classes and programs were thought to be for those kids who couldn’t handle the academic rigors of a college prep curriculum. It is interesting to see today how blue collar has come back. Skilled trades are seen in many ways as being more “AI proof” in comparison to white-collar professions that are more at risk of being replaced (or at least reduced). At the same time, there is an increasing need for skilled trades, and a renewed interest in blue-collar work. We even see this in mass media with shows like Dirty Jobs, or other shows that focus on the importance and skill of blue-collar professions. Turns out blue-collar work is also knowledge work. My guest today on Experience by Design podcast is Colonel David Howe (Ret.). David built a career in healthcare. As part of his military service, he served in the Medical Service Corps, where he was a platoon leader and company commander in the 4th Infantry Division and 82nd Airborne. He then moved into healthcare administration in the civilian sector, balancing clinical needs with financial considerations. Taken together, he sees how healthcare as a system functions, needs to be improved, and how new technologies might help create better outcomes (if they don’t make things worse). Today, he is putting together his administrative experience and military service to help veterans make the transition for military to civilian life. Along with author Ken Rusk, he co-founded the Comfort, Peace, and Freedom Foundation, which “provides free strategic life-planning services to veterans and Gold Star Families.” Their core mission is on “holistic life planning, mental health support, and goal setting to help transitioning service members and families.” We discuss David’s military experience, and the stresses that happen among military members even when not during wartime. He describes the importance of improving the transition that takes place from military to civilian life. He also describes how he partnered with Ken Rusk, author of “Blue Collar Cash,” a Wall Street Journal Bestseller. David describes how helping vets create strategic plans can lead to better transition experiences for paths to economic and social stability, and how blue-collar work can provide a more established pathway. I should also add that one of my standing personal goals for the podcast is to have a platform to highlight work being done by veterans. The transition from military service to civilian life can be a challenging one. So, anytime I’m able to host veterans, I’m more than happy to do so as a way of supporting the work of veterans, no matter the type of service or the timeframe in which it was done. Comfort Peace Freedom Foundation: https://www.cpff.us/ “Blue Collar Cash: Love Your Work, Secure Your Future, and Find Happiness for Life”: https://www.kenrusk.com/blue-collar-cash/

September 11, 20261 hr 5 min

Somatic Leadership Experiences with Croft Edwards

Well the semester has started and the summer is officially over, sad to say. It has been a pretty active summer overall, as I have been describing in relation to my manuscript “The UN-WOW.” Not only writing that, but also marketing it and getting financial support for its publication. Again, thanks to you who have given, and to those who are going to give. I can’t do this without your help, and any help is much appreciated. Another new activity has been helping to coach a junior Nordic ski club. I have been Nordic (or cross-country) skiing for a bit now, but I wouldn’t consider myself “good.” I mean, compared to most people I’m pretty good. But compared to people who know what they are doing, I’m just alright. It is amazing how difficult it is to learn things as an adult versus when you are young. Unfortunately, I learned Nordic skiing when I was older. What can you do? So with my coaching, I’m trying to impart words of wisdom more than technical recommendations. Sharing my experiences as a (sometimes) athlete. Trying to help where I can, and learn everywhere else. Coaching, like teaching, is very much a calling and a service, as well as a learning experience. My guest today on Experience by Design is himself a coach, although not of Nordic skiing. Croft Edwards is retired from the US Army at the rank of Lieutenant Colonel. He also is a graduate of Michigan State University. Turns out that we spent the late 1980s and early 1990s about 90 minutes from one another, as I was north at Central Michigan University. He also is the Founder of Croft and Company, which is a collection of coaches who specialize in somatic and ontological coaching. He also is the author of the book “The Liquid Accordion,” “a clear, practical roadmap for integrating somatic and embodiment work into your coaching practice.” Croft shares how his military background influences his approach to leadership and coaching, especially how leadership is something that is granted to you by your followers. He talks about how he first became aware of ontological and somatic coaching through Villanova University. He describes how the seemingly simple act of separating facts from opinions helped him to reframe the stories that he was telling himself and what that meant to his own leadership. Croft discusses the concept of ontological coaching, focusing on helping individuals become "ontological observers" by examining their stories and making conscious choices about them. He explains how he adapts his approach using the "Go Native" methodology from Army Special Forces to meet clients where they are, rather than where he thinks they should be. Finally, Croft shares insights from his book "The Liquid Accordion," which aims to make somatic concepts accessible to a broader audience. Croft gives examples of leadership transformations he's witnessed, including how changes in body language and presence can impact both individuals and organizations. Croft and Company Website: https://croftandcompany Croft Edwards LinkedIn: https://www.linkedin.com/in/croftedwards/ “The Liquid Accordion”: https://liquidaccordion.com/

September 4, 20261 hr 3 min

Deep Story and Transformation with Bob Rogers

I have been talking quite a bit about this concept of The UN-WOW, a call to focus more of our attention on the everyday experiences that make up the bulk of our lives. Just because they are everyday and mundane doesn’t mean they can’t be designed with intentionality. It also means if everything is an experience, that means as experience designers, every moment is open for design. Or in other words, experience designs of all kinds. When talking about experience designs of all kinds, this includes metamorphic (or transformational) experiences. Sometimes transformation happens without any warning, such as with a life-changing event. Other times, we can create experiences meant to have a transformative impact on people. On this episode, I’m fortunate to have Bob Rogers in the Experience by Design studio. Bob has had a career of creating experiences that are meant to have a lasting impact. His work includes founding in 1981 BRC Imagination Arts, “a full-service, strategic design and production company that translates brand and cultural stories into transformative, human experiences.” During the last 40-plus years, they have created a range of transformational experiences for companies, museums, sporting events, entertainment, and more. I should mention that one of Bob’s films is in the Guinness Book of World Records for the longest running daily screening of a film in the same theater. If that wasn’t enough, he also has received the Thea Award for Lifetime Achievement, which is given to an individual for their key contributions to the evolution of themed design and entertainment. Finally, if that wasn't enough, he has served on the Academy Award Board of Governors. Bob talks about his new book “Deep Story: A Complete Guide to Creating Transformational Visitor Attractions,” set to be released on September 8th. We talk about his book, and how to create experiences that have a lasting impact on visitors. We talk about his entry into this kind of work, stemming from his desire to be a film director. He describes how his early interest in magic led to a broader interest in how to leave audiences with a sense of wonder. We also discuss how technology can be a helpful tool in creating these experiences, but you first need to work on the story that you are trying to tell and the transformation you are trying to achieve. Bob emphasizes the importance of creating emotional connections with audiences through storytelling and immersive experiences. Bob shares examples from his work, including projects at Space Center Houston, Knott's Berry Farm, the Holocaust Museum, and many more, emphasizing the power of personal connections and authentic storytelling. BRC Imagination Arts Website: https://www.brcweb.com/ Bob Rogers LinkedIn: https://www.linkedin.com/in/bob-rogers-34a193146/ Bob Rogers Website: https://www.bobrogers.com/ “Deep Story” order site: https://www.amazon.com/Deep-Story-Complete-Transformational-Attractions/dp/1963714156/

August 28, 20261 hr 3 min

Customer Experience in Brazil with Bruno Guimaraes

When you are doing a PhD dissertation, or writing a book, or working on some major project that takes a lot of your time, attention, and emotional energy, there is a tendency to start to resent that thing. I guess it is a natural outcome of all that investment. While I may have resented the dissertation process, I never really resented my dissertation topic because it focused on the ways in which commerce brings together people who might not otherwise come into contact. Those Metropolitan Detroit corner convenience stores that I was doing fieldwork in were not just places of business, but also of community and cultural connection. After all, we can look at the entire history of humanity and see how trade and commerce were the primary vehicles through which people come into contact with one another. From those contacts comes evolution and growth. While commerce is global, it is also local. While it might have shared characteristics in some ways, it also is going to be distinctive in other ways. And that’s the beauty of culture. Whether it is food, music, art, architecture, language, or business, the same idea is going to be executed in different ways. Whether the differences are great or small, it is important to recognize and appreciate them. By understanding those differences, it might just inspire us to do what we do with more creativity. That’s why I’m lucky to welcome Bruno Guimarães to Experience by Design podcast. Bruno is one of the leading voices of customer experience in Brazil, and beyond. He has been named one of the top influential CX professionals in the world, with a mission to inspire and assist individuals and companies in achieving excellence in CX. He has worked with companies in Brazil to bring customer experience to that country, adding the unique Brazilian flavor to a global profession. This includes being a CX Solution Strategist for Brazil and Southern Latin America. He also is the Founder of Amigos do CX, a community for CX practitioners not only in Brazil, but anywhere. We explore his journey to CX through marketing, advertising, and sales. He lays out the early origins of organizing a CX community to create a space for professionals to share support and knowledge. He describes how Brazil is a CX hotspot at the moment, with more and more companies trying to find a path to excellence in CX. However, as he points out, a limiting factor can be practitioners not understanding the businesses and industries they are trying to support. Thus, along with a strong foundation in CX, professionals also need to have a strong foundation in business as well. We also talk about his work to bring other global CX voices together through his LinkedIn daily posting project, where he invites CX professionals from around the world to share their work and wisdom about CX. This has resulted in great collections on What I Learned, now in its third year. We also talk about his marathon training, which I am happy to report resulted in a personal best time at the Boston Marathon in 2026. Bruno Guimarães Website: https://www.brunoguimaraescx.com.br/ Bruno Guimarães LinkedIn: https://www.linkedin.com/in/brunorguimaraes/ Amigos do CX: https://www.amigosdocx.com.br/