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Connected by Design: Seven Principles for Business Transformation Through Functional Integration

Book Description

In a world of fierce global competition and rapid technological change, traditional strategies for gaining market share and achieving efficiencies no longer yield the returns they once did. How can companies drive consumer preference and secure sustainable growth in this digital, social, and mobile age?

The answer is through functional integration. Some of the world's most highly valued companies—including Amazon, Apple and Google—have harnessed this new business model to build highly interactive ecosystems of interrelated products and digital services, gaining new levels of customer engagement. Functional integration offers forward-looking brands a unique competitive edge by using transformative digital technologies to deliver high-value customer experiences, generate repeat business, and unlock lucrative new business-to-business revenue streams.

Connected By Design is the first book to show business leaders and marketers exactly how to use functional integration to achieve transformative growth within any type of company. Based on R/GA's pioneering work with firms at the forefront of functional integration, Barry Wacksman and Chris Stutzman identify seven principles companies must follow in order to create and deliver new value for customers and capture new revenues. Connected By Design explains how functional integration drove the transformation of market-leading companies as diverse as Nike, General Motors, McCormick & Co., and Activision to establish authentic brand relationships with their customers, enter new categories, and develop new sources of income. With Connected by Design, any company can leverage technological disruption to redefine its mission and foster greater brand loyalty and engagement.

Table of Contents

  1. Cover
  2. Praise for Connected by Design
  3. Title Page
  4. Copyright
  5. Dedication
  6. Introduction
    1. A New Model for a New Century
    2. Structure of the Book
    3. Notes
  7. Part One The Model
  8. Chapter 1: The Growth Challenge of the 21st Century: Principle One: Utility is relevance
    1. Your FlavorPrint, Like Your Fingerprint
    2. Technology as Business Transformation
    3. Owning the Space
    4. Notes
  9. Chapter 2: The Digital Revolution: Principle Two: Context is king
    1. Ten Contexts for the New Digital Age
    2. The Eve of Disruption
    3. Notes
  10. Chapter 3: The Ecosystem of Value: Principle Three: Synergy captures customers
    1. Greater Than the Sum of Its Parts
    2. The Birth of a Tech Company
    3. Managing the Ecosystem
    4. Business Transformation
    5. Notes
  11. Part Two Mastering the Model
  12. Chapter 4: The Art of the Possible: Principle Four: Reimagine value creation
    1. Reimagining Products as Services
    2. Reimagining Brands as Accreted Value
    3. Reimagining the Future of the Enterprise
    4. Notes
  13. Chapter 5: The Digital Service Launchpad: Principle Five: Redesign value delivery
    1. Stake Out a New Territory
    2. Deliver Innovation Through Technology
    3. Fill the Gaps in Talent
    4. Embrace Agile Teamwork
    5. Notes
  14. Chapter 6: The Drivers of Connected Growth: Principle Six: Redirect toward value capture
    1. Spotting Trends in Technology
    2. Combining Technology
    3. Prototyping Technology
    4. Accelerating Technology
    5. Focusing on the Right Data
    6. Earning Your Data
    7. Navigating the Road Map of Functional Integration
    8. Notes
  15. Chapter 7: Cultivating an Ecosystem of Value: Principle Seven: Lead like the world depends on it
    1. The Leadership Factor
    2. Lifting the Burden of Internal Obstacles
    3. Making Room for Functional Integration
    4. Opening Up the Ecosystem
    5. Sustaining (and Sustainable) Success
    6. Notes
  16. Acknowledgments
  17. About the Authors
  18. More from Wiley
  19. Index
  20. End User License Agreement