What does hiking six mountains in one day have to do with customer experience?
Everything.
This month, I joined the Reed & Co Six Peaks Challenge, a gruelling (but fun) day of sweat, scenery, and shared purpose. It’s more than just a fitness event. It’s a shining example of what happens when a brand engages its community with intention, heart, and a clear mission.
Each year, the team at Reed & Co Real Estate in Noosa rally clients, friends, and locals to take on this physical challenge—not for brand awareness or PR, but to raise money for something that matters: vital paediatric equipment for Sunshine Coast hospitals.
And in a few weeks, the mission continues with their annual Gala Ball—a celebration of community, generosity, and the belief that business can (and should) be a force for good.
Events like these are a powerful reminder that great customer experience isn’t just built with systems, it’s built with heart.
Reed & Co was founded just six years ago by principal Adrian Reed and is now the number two real estate brand in Noosa. Their story of growth through unique community engagement and a radical approach to their client experience is one of 20 case studies featured in my new book Radical Customer Obsession, which explores how brands can build emotional equity and loyalty by curating experiences that connect, resonate, and matter.
Because when your brand doesn’t just serve a community, but becomes part of it, you build something that no competitor can copy.
