Why Experience Matters as Much (Or More) Than Product With Dan Thumberg, Swan Brewing

Tony interviews Dan Thumberg, founder of Swan Brewing in Lakeland, Florida. Dan's background spans the carnival and amusement park industry, beer distribution, and leadership roles at American Express and Apple. He now combines enterprise-level service systems with small-business hospitality to build community-centered experiences.

Plus, Dan shares insights from his journey across large customer service organizations and into entrepreneurship - and how those lessons shape the way he leads today.

Key Takeaways:

• Design your service like a system. Customer service skills are more important than any of the hard skills you can teach.
  
  
• Customers have no patience for friction or hassles in today's market.
  
  
• There is a structural shift in hospitality expectations. Guests want an experience designed to be intentional, not accidental.
  
  
• It is crucial to hire people with service spirit, personality, and the ability to empathize because you cannot train for that. Be selective when you hire and continue to nurture them after you bring them onboard.
  
  
• The keys to building a customer-focused team are autonomy, mastery, and purpose. Train and empower your team to solve problems and support decisions that are not detrimental to the business.
  
  

Book time with me to learn about our speaking, training, and consulting services: https://calendly.com/thetonyjohnson/strategy

Links & Resources:

📌 Connect with me on LinkedIn: https://www.linkedin.com/in/tony-johnson-ccxp/

📌 Order my book Together We Serve: https://amzn.to/4pwGvPL

📌 Book hospitality training for your team today: https://www.igniteyourservice.com/summits

📌 Learn more about Dan and Swan Brewing: https://www.linkedin.com/in/danielthumberg/ + https://www.swanbrewing.com/

📌 Visit Swan Brewing: 115 W. Pine St, Lakeland, FL 33815

Tony Johnson is a Customer Experience + Hospitality Consultant, Keynote Speaker, Trainer, and Author with a wide background including higher education, restaurants, retail, travel, city government, chambers of commerse, and leisure. He regularly speaks and coaches organizations to IGNITE THEIR SERVICE using his common sense approach to Customer engagement and retentions. Tony has spoken to government agencies, airlines, universities, and many Fortune 500 companies to unlock their amazing capacity for excellence.

Check out my FREE Resources and Training Tools:

Web: https://www.igniteyourservice.com/

YouTube: https://www.youtube.com/@TheTonyJohnson

Twitter: https://twitter.com/The_TonyJohnson

Instagram: https://www.instagram.com/THE_TONYJOHNSON/

Tik Tok: https://www.tiktok.com/@igniteyourservice

Facebook: https://www.facebook.com/tonyjohnsoncx/

In this episode, I introduce 2026: The Year of Experiential Hospitality and why it's time to stop treating customer experience and hospitality as separate conversations.

Customer experience is the strategy. Hospitality is how that strategy shows up in real moments, on the front line, every day. Experiential hospitality is about intentionally creating moments where people feel welcomed and understood, and using those moments to build trust, loyalty, and differentiation.

In this episode, we cover:

• Why experience is the clear differentiator in a commoditized marketplace

• How hospitality becomes the front-line expression of customer experience

• What hospitality-rich organizations do differently, and what every industry can learn from them

• How tiered service levels (value through luxury) create clarity and intentional premiumization

• The role of leaders and frontline teams as the true multipliers of experience

• Where technology and AI enable experience, and why humans must stay in the loop

This episode sets the foundation for how experience, hospitality, people, leadership, and technology come together in 2026, with hospitality leading the way.

Perfect for: hospitality leaders, business owners, CEOS, COOs, CX/EX professionals, operational managers, retail and service teams, training and development leaders, and anyone responsible for people and performance (and sales growth) in 2026.

If you are ready to start 2026 with clarity, confidence, and momentum, this episode is your launch point.

Book time with me to learn about our speaking, training, and consulting services: https://calendly.com/thetonyjohnson/strategy

Links & Resources:

📌 Connect with me on LinkedIn: https://www.linkedin.com/in/tony-johnson-ccxp/

📌 Order my book Together We Serve: https://amzn.to/4pwGvPL

📌 Book hospitality training for your team today: https://www.igniteyourservice.com/summits

📌 Order my book Proof Positive: https://amzn.to/3LWtP5l

Tony Johnson is a Customer Experience + Hospitality Consultant, Keynote Speaker, Trainer, and Author with a wide background including higher education, restaurants, retail, travel, city government, chambers of commerse, and leisure. He regularly speaks and coaches organizations to IGNITE THEIR SERVICE using his common sense approach to Customer engagement and retentions. Tony has spoken to government agencies, airlines, universities, and many Fortune 500 companies to unlock their amazing capacity for excellence.

Check out my FREE Resources and Training Tools:

Web: https://www.igniteyourservice.com/

YouTube: https://www.youtube.com/@TheTonyJohnson

Twitter: https://twitter.com/The_TonyJohnson

Instagram: https://www.instagram.com/THE_TONYJOHNSON/

Tik Tok: https://www.tiktok.com/@igniteyourservice

Facebook: https://www.facebook.com/tonyjohnsoncx/

As we head into 2026, leaders are facing a familiar challenge in a new form. Expectations are higher. Attention spans are shorter. Technology is accelerating. And yet, the differentiator hasn't changed. In this episode I talk about what is needed to drive employee experience, customer experience, and hospitality to drive business results.

In this episode, you'll learn:
• Why leadership, hospitality, and CX are no longer separate conversations
• How employee experience directly shapes customer behavior and loyalty
• Why hospitality is a strategic growth lever, not a "soft" skill
• The rise of premiumization and intentional moments that matter
• How technology should enable humanity, not replace it
• The leadership behaviors that will differentiate brands in 2026
• Practical questions every leader should be asking right now

Perfect for: hospitality leaders, business owners, CEOS, COOs, CX/EX professionals, operational managers, retail and service teams, training and development leaders, and anyone responsible for people and performance (and sales growth) in 2026.

If you are ready to start 2026 with clarity, confidence, and momentum, this episode is your launch point.

Book time with me to learn about our speaking, training, and consulting services: https://calendly.com/thetonyjohnson/strategy

Links & Resources:

📌 Connect with me on LinkedIn: https://www.linkedin.com/in/tony-johnson-ccxp/

📌 Order my book Together We Serve: https://amzn.to/4pwGvPL

📌 Book hospitality training for your team today: https://www.igniteyourservice.com/summits

📌 Order my book Proof Positive: https://amzn.to/3LWtP5l

Tony Johnson is a Customer Experience + Hospitality Consultant, Keynote Speaker, Trainer, and Author with a wide background including higher education, restaurants, retail, travel, city government, chambers of commerse, and leisure. He regularly speaks and coaches organizations to IGNITE THEIR SERVICE using his common sense approach to Customer engagement and retentions. Tony has spoken to government agencies, airlines, universities, and many Fortune 500 companies to unlock their amazing capacity for excellence.

Check out my FREE Resources and Training Tools:

Web: https://www.igniteyourservice.com/

YouTube: https://www.youtube.com/@TheTonyJohnson

Twitter: https://twitter.com/The_TonyJohnson

Instagram: https://www.instagram.com/THE_TONYJOHNSON/

Tik Tok: https://www.tiktok.com/@igniteyourservice

Facebook: https://www.facebook.com/tonyjohnsoncx/