In this episode of Experience by Design, we explore how to identify what makes your brands unique and connect with customer and employees. Barry LaBov, founder of LABOV Marketing and Communications, isn’t just a leader in this field —he’s also the author of over a dozen books, including his latest, "The Power of Differentiation." His work helps leaders break free from commodity thinking by uncovering and elevating what makes their products, brands, and people truly unique. In our conversation, we explore: * Differentiation as a Leadership Imperative: Barry explains why standing out is no longer optional and how clarity and purpose attract both customers and employees. * Customer + Employee Experience Alignment: We explore why experience design must bridge these two audiences—and what happens when it doesn’t. * Branding in Complex Times: Barry shares how companies can navigate challenging social and cultural landscapes while staying true to their core identity. * The Power of Qualitative Data: He emphasizes listening deeply to customers and employees—and not waiting for perfect data to make meaningful change. * From Music to Marketing: Barry connects his past as a touring musician with his work in branding, showing how creativity, practice, and connection underpin both disciplines. This episode blends personal discovery, industry insights, and leadership wisdom—perfect for anyone curious about experience design, branding, or how to meaningfully differentiate in a crowded marketplace.
This past weekend, I had the pleasure of attending an RV Expo in Worcester Massachusetts. I’m not looking for an RV, but am generally RV curious. I find the concept of an RV pretty interesting, and I have to say that walking about the expo revealed the range of designs that exist in the RV market. Different sizes, different features, slide outs, Fifth wheels, hitches, toy haulers, so much to take in at once given that I am a RV newbie. I also learned that RV manufacturers are always taking customer feedback and trying to improve their designs, as any good business does.
What was more surprising was that the majority of RVs made in the US come out of Indiana. In fact, turns out that Elkhart, Indiana is the RV capital of the wold. I’m originally from Michigan, and frankly had no idea that RVs happen in Indiana even though it is a neighboring state. Beyond basketball and corn in Indiana, there are also RVs. Who knew?
My guest today on Experience by Design is also from Indiana, Fort Wayne to be exact. Barry LaBov is the founder and CEO of LABOV Marketing and Communications, but he is much more than that. He also has authored over a dozen books, including his new book The Power of Differentiation, aimed at leaders looking to differentiate their brands and products by moving beyond a commodity mindset and showcase what makes them unique. This focus not only makes companies more attractive to customers, but also employees as it gives them a sense of purpose regarding the work they do.
We talk about his work with clients guiding them to differentiate and identify what makes them unique. We explore the vital aspects of connecting customer and employee experience, and why alignment in your experience design matters. He digs into the branding challenges in troubling times as companies try to navigate the social landscape. He describes the importance of qualitative data in understanding your customers and employees, and not waiting for the “perfect data” to present itself. He also describes his experiences as a musician, touring with the band Mark Urgent and how learning music is similar to his efforts as a marketing expert.
And of course we talk about RVs.
Barry LaBov: https://www.barrylabov.com/
LABOV: https://www.labov.com/
“The Power of Differentiation”: https://www.barrylabov.com/books