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/

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/