innovating customer experience

Adam and Jeannie interview Master of Innovation Stephen Shapiro for a better approach to innovating customer experience and more.

About our guest

For over 20 years, Stephen Shapiro has presented his provocative strategies on innovation to audiences in 50 countries. During his 15-year tenure with the consulting firm Accenture, he led a 20,000-person innovation practice. He is the author of five books, including “Best Practices Are Stupid,” which was named the best innovation book of 2011. His Personality Poker® system has been used around the world to create high-performing innovation teams. In 2015 he was inducted into the Speaker Hall of Fame.

Connect with Stephen

A better approach at innovating customer experience

Customer needs and expectations change, so it stands to reason that we must continue innovating customer experience. However, too many companies have the wrong idea about what innovation is and how to get game-changing ideas!

The best innovations solve a problem, and we get there by asking the right questions. But it’s not just what you ask but how. Stephen shows us some simple but critical ways to reframe the questions we ask – not only to drive more innovative thinking, but to get more positive results.

Even the most successful companies can miss the mark when the next big innovation is needed. Stephen explains what they typically do wrong, and more importantly, how to not follow in their footsteps.

We love to talk innovation here, so we’re very proud to have the Master of Innovation on our show today! Tying together many of the themes we’ve touched on in previous episodes and more, Stephen connects the dots between innovation, culture, the hiring process, and how we communicate.

Adam and Jeannie took notes themselves, so you won’t want to miss this amazing interview. Listen in!

Interview Highlights

  • How can leaders frame questions differently to get more innovative responses, and what is the “one-word switch?” [2:30]
  • AS Stephen explains, asking for ideas is weak! So how can leaders inspire their teams to solve problems more efficiently? [10:30]
  • Many companies aim to “innovate everywhere” while those with hyper-focused innovation efforts get greater value! Stephen explains. [13:25]
  • Stephen breaks down the three main types of company activity and how to prime them for innovation. [15:00]
  • How does Stephen convince leaders to give up a little control and innovate to differentiate? [16:35]
  • What are some keys to staffing for innovation, and what are the best traits to look for? [17:45]
  • What exactly is innovation? Many companies get this wrong on a fundamental level! [20:40]
  • Stephen outlines the three main mistakes companies make when approaching the idea of innovation. [22:00]
  • Stephen tells us what it’s like to offer his expertise in a business-focused reality TV show. [23:30]

Listen To This Episode!

Sponsor Message:

Start creating a successful strategy

CX Strategy

Are you ready to build a customer experience strategy on a solid foundation for the long term? We’re covering the top 5 CX strategy myths in our latest evergreen webinar.

You will learn:

  • How to avoid the 5 so-called “Customer Experience Strategies” that aren’t strategies at all
  • What drives a winning customer experience strategy, plus examples of companies that “get it”
  • How to create a foundation for a customer experience strategy that not only works, but scales for the long term

Join Jeannie at a time that works for you for some serious mythbusting, plus a head start on creating a customer experience strategy that works! 

Related content


Take care of yourself and take care of your customers.