Ask branding expert Allen Adamson his perspective on the most important shift in contemporary marketing, and he’ll tell you it’s the need to focus on the consumer’s experience, rather than stressing product differentiation. His new book, Seeing the How: Transforming what people do, not buy, to gain market advantage explores why today’s most successful businesses are those that have significantly transformed our daily routines, or literally, “made life as we live it better.” He stresses that “successful experience disruption is the de facto new competitive advantage across all categories.” Allen is also Co-Founder of Metaforce, a consultancy that helps clients identify growth strategies and then activates them in market. His new book debuts on May 2nd. Today we touch on some of marketing’s most significant topics—from growth strategies to the changing role of the CMO, and how the entrepreneurial mindset and marketing innovation should be better aligned.