Creating a unique value for your customers is crucial when you want to differentiate in anovercrowded market. In order to do this, you need to define a powerful strategy thatdetermines consistent action across your organisation to deliver your unique flavour. Szóstekdescribes this strategy as umami, which is the fifth category of taste (besides sweet, sour, saltand bitter), and gives an exceptional flavour to your food.How do you build a powerful yet actionable strategy, and successfully implement it acrossyour organisation? Many leaders, marketers and designers try to answer these questions. TheUmami Strategy proposes a novel approach that will help you build and execute an experiencestrategy. The model used in the book allows you to (a) find out what stories your customersare telling today; (b) uncover motivators and demotivators that guide these stories; (c) envisionthe ideal future experience you want to deliver; (d) define the actionable measures that willensure progress toward that vision; and (e) evaluate that progress through future customerstories.Enjoyable, practical and full of hidden gems and tips, this book will help you get yourorganisation to align with building a unique market value through delivering memorableexperiences to your customers. Because to be noticed, you need to stand out of the crowd.