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/

Where has the summer gone? Hard to believe we are staring at back-to-school in the face. I’m just wrapping up my summer course on Employee Experience, and it was great to see the students produce projects that really embrace the value of employees in organizations. Hopefully some of their ideas can be implemented in actual organizations, because I do believe that they can make a difference by putting their words into action. Now onto the regular fall semester, where more design work will be done and ideas generated (and unfortunately papers to be graded).

The new semester is a kind of blank slate, even though it is going to be my 27th year at my school. But it is still a blank slate, whether or not I’m teaching the same classes or a new one. A syllabus and a course is at the end of the day an exercise in design. There always is something to be tweaked and adjusted, shifted and modified, trying to make things better and connect with the students. Design is, at the end of the day, about making things better, in ways small and large.

Today’s guest on Experience by Design is all about making things better in ways both small and large. Andrea Lake is CEO of Sticker Junkie, which was founded in 1999 with not just a mission of creating quality products for customers, but creating experiences for employees as well. Before that, she also was a contestant on The Apprentice with a certain current president. And even before that. She had a business of selling Rhythm Sticks, t-shirts, and other entrepreneurial ventures. But being a dedicated entrepreneur does not mean she does business as usual.

We talk about her philosophy regarding running a business as well as capitalism as well. She describes Sticker Junkie as a punk rock company, which includes having open financials and advocating for a living wage (starting with her own employees). We talk about how companies have shifted away from treating employees as resources, and into valued members of the workplace community. This includes ideas such as profit sharing. She explains how Sticker Junkie provides high-touch client service and builds customized interfaces for each client. Andrea notes that customers are increasingly seeking out businesses with ethical practices, particularly avoiding those owned by private equity firms, and she believes this trend will continue to benefit companies like hers that prioritize values over pure profit maximization.

Additionally, Andrea talks about the importance of non-linear and critical thinking as vital skillsets that need to be taught more in schools.

A bit of strong language to communicate deeply held beliefs in this one.

Sticker Junkie: https://www.stickerjunkie.com/

Sticker Junkie Living Wage Page: https://www.stickerjunkie.com/pages/livingwage

Andrea Lake LinkedIn: https://www.linkedin.com/in/andrealake101/

Andrea Lake Webpage: https://www.stickerjunkie.com/pages/andrea-lake