WTF?: What's the Future of Business?: Changing the Way Businesses Create Experiences
"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
0 TOTAL RECALL 2
The Voice of the Empowered Customer 6
Are You Experienced? 8
1 SORRY, WE’RE CLOSED: HOW TO SURVIVE DIGITAL DARWINISM 10
Disruptive Technology Is a Catalyst for Change, Not the Reason 15
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 C 26
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 of Customers 40
The Broken Link of Social Media Customer Service 44
Connecting the Dots in Social Media to Improve Experiences 47
5 THE DIM LIGHT AT THE END OF THE FUNNEL 50
Funnel Vision: Without Awareness There Can Be No Consideration 54
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 Consumerism 83
Opening the Windows to Digital Influence 86
9 THE DYNAMIC CUSTOMER JOURNEY 90
10 INSIDE THE ELLIPSE: EMBARKING ON THE DYNAMIC CUSTOMER JOURNEY 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 THE PSYCHOLOGY 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 DARWINISM 138
Branding Is More Important Than Ever Before 144
Brand Empathy: Always Improve Experiences 146
14 WHY USER EXPERIENCE IS CRITICAL TO CUSTOMER RELATIONSHIPS 148
The CrUX of Engagement Is Intention and Purpose 153
The Experience RedUX 156
User Experience Becomes the Customer Experience: Principles and Pillars 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 and Engagement 167
Through a Telescope, We Bring the World Closer—Through a Microscope, We See What Was Previously Invisible to the Naked Eye 168
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 the Survival of Tomorrow’s Business . . . Today 188
In the Battle against Relevance versus Irrelevance: It’s Survival 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
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.
“Experience is everything. And, businesses must create experiences that mean something. If necessity is the mother of invention, then vision is the father of innovation.” – Brian Solis, author of #WTF
What's the Future of Business? is not a question, it's an answer according to author Brian Solis.
What's the Future of Business? Changing the Way Businesses Create Experiences (Wiley; March 2013; Hardcover & E-Book; ISBN: 978-1-1184-5653-8; $29.95) begins where the 2nd book, The End of Business as Usual left off. While The End of Business as Usual focused on the rise of the connected customer and the need for businesses to become adaptive, What’s the Future of Business? aims to inspire a movement dedicated to customer and user experiences.
It’s time for businesses to invest in proactive experiences. Solis believes, “Businesses must invest in defining not only a positive experience, but also a wonderfully shareable experience. Doing so influences others to join the fray while offsetting negative inquiries in the damaging viral effects of shared negative experiences.”
The title of Solis’ book is an acronym for WTF, a playful way to look at the frustration we all feel, but also explores what to do about it. This book also takes readers on a hero's journey to change organizations from the inside out. Readers will discover how experience design amplifies customer relationships and drives word of mouth.
WTF is also a much more visualized book than anything Solis has written before. He believes that the only way to convey the importance of an experience is to make the book an experience itself. WTF is a visual journey, similar to a digital app but in an analog format.
Solis has partnered with Mekanism, a well-known interactive design house, to help bring the book and the ideas in it to life. Additionally, Hugh Macleod (@gapingvoid) picked important themes throughout and developed original art to personalize each message. The result is something Solis hopes readers find engaging, entertaining and useful.
The goal of What’s the Future of Business? is to stimulate a 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. Solis provides an overview of real-world experiences versus "user" experiences in relation to products, services, mobile, social media, and commerce, among others.
If markets are conversations and consumers are connected, WTF aims to foster meaningful and shareable customer and user experiences. Solis hopes WTF motivates both large and small businesses to rethink their business models, products and services, marketing, and customer and employee relationships with desired experiences in mind.