WTF?: What's the Future of Business?

"In today's rapidly changing digital environment,
Darwinism is alive and well. What's the Future of
Business doesn't just explore trends and theories; it
introduces a dynamic, actionable path to transformation."

--Evan Greene, CMO, The Recording Academy,
Producers of the GRAMMY Awards

Rethink your business model to incorporate the power of "user"
experiences

What's the Future of Business? will galvanize a new
movement that aligns the tenets of user experience with the vision
of innovative leadership to improve business performance,
engagement, and relationships for a new generation of consumerism.
It provides an overview of real-world experiences versus "user"
experiences in relation to products, services, mobile, social
media, and commerce, among others. This book explains why
experience is everything and how the future of business will come
down to shared experiences.

• Aligns the tenets of user experience with the concepts of
  innovative leadership to improve business performance and
  engagement and to motivate readers to rethink business models and
  customer and employee relationships

• Motivates readers to rethink business models, products and
  services, marketing, and customer and employee relationships with
  desired experiences in mind

• Brian Solis is globally recognized as one of the most prominent
  thought leaders and published authors in new media, and is the
  author of Engage! and The End of Business as
  Usual!

Discover how user experience design affects your business, and
how you can harness its power for meaningful revenue growth

Auteur

BRIAN SOLIS is globally recognized as one of the most prominent thought leaders in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on business and culture. He is Principal of Altimeter Group, a leading research-based advisory firm in Silicon Valley. He is the author of Engage! and The End of Business as Usual, both from Wiley. His blog, BrianSolis.com, is among the world's leading business strategy and marketing resources.

Résumé
"In today's rapidly changing digital environment, Darwinism is alive and well. What's the Future of Business doesn't just explore trends and theories; it introduces a dynamic, actionable path to transformation."
Evan Greene, CMO, The Recording Academy, Producers of the GRAMMY Awards

Rethink your business model to incorporate the power of "user" experiences

What's the Future of Business? will galvanize a new movement that aligns the tenets of user experience with the vision of innovative leadership to improve business performance, engagement, and relationships for a new generation of consumerism. It provides an overview of real-world experiences versus "user" experiences in relation to products, services, mobile, social media, and commerce, among others. This book explains why experience is everything and how the future of business will come down to shared experiences.

• Aligns the tenets of user experience with the concepts of innovative leadership to improve business performance and engagement and to motivate readers to rethink business models and customer and employee relationships
• Motivates readers to rethink business models, products and services, marketing, and customer and employee relationships with desired experiences in mind
• Brian Solis is globally recognized as one of the most prominent thought leaders and published authors in new media, and is the author of Engage! and The End of Business as Usual!
  Discover how user experience design affects your business, and how you can harness its power for meaningful revenue growth

Contenu

0 TOTAL RECALL 2

The Voice of the Empowered Customer 6

Are You Experienced? 8

1 SORRY, WE'RE CLOSED: HOW TO SURVIVE DIGITAL DARWINISM10

Disruptive Technology Is a Catalyst for Change, Not the Reason15

2 THE JOURNEY OF BUSINESS TRANSFORMATION 18

There's a Hero in Every One of Us 21

The Great Myth of Technology 24

3 MEET THE NEW GENERATION OF CUSTOMERS . . . GENERATION C26

Widening the View from Generation Y to Generation C 31

Different Times Call for Different Measures 33

4 THE NEW CUSTOMER HIERARCHY 36

A New Era of Social Service: Promoting the Experiences ofCustomers 40

The Broken Link of Social Media Customer Service 44

Connecting the Dots in Social Media to Improve Experiences47

5 THE DIM LIGHT AT THE END OF THE FUNNEL 50

Funnel Vision: Without Awareness There Can Be No Consideration54

The Cluster Funnel 55

6 THE ZERO MOMENT OF TRUTH 58

7 THE ULTIMATE MOMENT OF TRUTH 66

The Ultimate Moment of Truth 74

8 OPENING A WINDOW INTO NEW CONSUMERISM 78

Discovery Disrupted 82

Opening the Door to a New Generation of Connected Consumerism83

Opening the Windows to Digital Influence 86

9 THE DYNAMIC CUSTOMER JOURNEY 90

10 INSIDE THE ELLIPSE: EMBARKING ON THE DYNAMIC CUSTOMERJOURNEY 98

Formulation (Stimulus) 104

Precommerce (Zero Moment of Truth) 106

Commerce (First Moment of Truth) 109

Postcommerce (Ultimate Moment of Truth) 112

11 IMPROVING THE UMOT TO OPTIMIZE THE ZMOT 118

12 THE SIX PILLARS OF SOCIAL COMMERCE: UNDERSTANDING THEPSYCHOLOGY OF ENGAGEMENT 124

Hear No Evil. See No Evil. Speak No Evil. 128

The A.R.T. of Engagement 129

The Psychology of Social Commerce 130

Heuristic Number 1: Social Proof--Follow the Crowd 131

Heuristic Number 2: Authority--The Guiding Light 132

Heuristic Number 3: Scarcity--Less Is More 133

Heuristic Number 4: Liking--Builds Bonds and Trust 134

Heuristic Number 5: Consistency 135

Heuristic Number 6: Reciprocity--Pay It Forward 136

13 THE IMPORTANCE OF BRAND IN AN ERA OF DIGITAL DARWINISM138

Branding Is More Important Than Ever Before 144

Brand Empathy: Always Improve Experiences 146

14 WHY USER EXPERIENCE IS CRITICAL TO CUSTOMER RELATIONSHIPS148

The CrUX of Engagement Is Intention and Purpose 153

The Experience RedUX 156

User Experience Becomes the Customer Experience: Principles andPillars of UX 158

Medium-alism Equals FaUX Engagement 159

The JUXtaposition of Empathy and Experience 161

15 INNOVATE OR DIE 162

CMOs Are at the Crossroads of Customer Transactions andEngagement 167

Through a Telescope, We Bring the World Closer--Through aMicroscope, We See What Was Previously Invisible to the Naked Eye168

Customer Engagement Is Not the Same as Conversations 172

Ten Priorities for Meaningful Business Transformation 176

Disruptive Technology and How to Compete for the Future 180

16 THE DILEMMA'S INNOVATOR 184

Innovation Is Blindness: Why Innovation Is Fundamental to theSurvival of Tomorrow's Business . . . Today 188

In the Battle against Relevance versus Irrelevance: It'sSurvival of the Fitting 191

17 THE HERO'S JOURNEY 196

The Task Force, AKA Steering Committee 202

The Stages of Change 205

The Hero's Journey 209

Stage 1: Inception 210

Stage 2: Tribulation 211

Stage 3: Transformation 212

Stage 4: Realization 213

Thank You 214

NOTES 215