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/

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/

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/