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Seamless

Book Description

Achieve brand success with smarter change management and seamless transformation

Seamless is a guide for transforming your brand and heroically taking your business into the future. Customers are sick and tired of the inconvenience, friction, arrogance and grating seams they experience on their customer journeys caused by brands undergoing awkward and haphazard change. This book shows you how to remove the external and internal seams for a smooth transition between marketing channels, to provide a transformative customer journey. Anders Sörman-Nilsson, futurist and author of Digilogue (Wiley 2013), reveals the key factors to designing a cohesive and agile brand that is fit for the future. This book looks at on-the-ground implementation of Digilogue ideas, giving you a first-hand account of how emerging technology has evolved and disrupted the business landscape since 2013. You'll learn the trials and tribulations of omnichannel marketing, change leadership, start up thinking versus a heritage (and family) business legacy and why there has never been a better time to implement seamless technologies in your business.

The future doesn't unfold neatly — in fact, it's often a disruptive slap in the face. Seamless is the key to a successful business future, and this book shows you how to make seamlessness work for your company, starting today.

  • Design away the friction with transformative customer experiences
  • Weave disparate channels and parts of a brand together into a seamless whole
  • Take an integrative, rather than additive, approach to communications
  • Achieve the highest level of customer intimacy, the key to customer loyalty
  • Drive seamless change inside your organisation by designing journeys of constant adaptation

Communication channels continue to proliferate, and simply adding every new flash in the pan is a sure path to ruin. You need to bring together every part of your brand into a cohesive whole, one with deliberate, strategic structure and wholeheartedly gather all your stakeholders around it. Seamless shows you how to remove the scar tissue, reveal your brand's fresh edge and meet the future curious, agile and open-minded.

Table of Contents

  1. About the author
  2. Acknowledgements
  3. Prologue
    1. Failing to succeed — a futurist's confessions
  4. Introduction
    1. The modern metaphor of seamless
    2. The mythical origins of seamlessness
    3. Embracing the frictive hero's journey
    4. Butterflies, bow ties and infinity
  5. STEP 1: HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON
  6. 1: Status quo
    1. The love letter to my superhero
    2. Text and textiles; ideas and fabrics
    3. Reinvention and transformation is friction
  7. STEP 2: HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON
  8. 2: Call to adventure
    1. The love letter continues — a call to adventure
    2. The fabric of adventure
    3. Tradition killed the radio star
  9. STEP 3: HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON
  10. 3: Refusal of the call
    1. My heroine, my most reluctant mentee
    2. Being nostalgic is not the same as being strategic
    3. Reluctant heroines may need a little nudge
  11. STEP 4: HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON
  12. 4: Meeting with the mentor
    1. Opening hearts and minds
    2. Reversing roles: mentor son, heroine mother
    3. Fool's errand?
  13. STEP 5: HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON
  14. 5: Crossing the threshold
    1. Moving into the extraordinary
    2. What is science fiction and what is reality?
    3. Seamless convergence and hero enablement
    4. The interface with technology and the internet
    5. Every wo/man's home is their intelligent castle
  15. STEP 6: HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON
  16. 6: Tests, allies and enemies
    1. Navigating the path into the extraordinary
    2. Neo-luddites and technophobes
  17. STEP 7: HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON
  18. 7: Approaching the inmost cave
    1. Preparing for all challenges
    2. Fighting futurephobes in my mental cave
  19. STEP 8: HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON
  20. 8: Ordeal
    1. The obstacle is the way — turning‘in the way' into ‘the way'
  21. STEP 9: HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON
  22. 9: Reward (seizing the sword)
    1. Blood is thicker than water
    2. Where one story ends, another begins
  23. STEP 10: HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON
  24. 10: Road back
    1. A call to adventure for our clients
    2. The curious case of Georg Sörman
  25. STEP 11: HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON
  26. 11: Resurrection
    1. Can old dogs learn new tricks?
    2. Finding hope in Languedoc-Roussillon
  27. STEP 12: HERO'S JOURNEY WHEEL FOR MAMMA SÖRMAN-NILSSON
  28. 12: Return with the elixir
    1. Seamless design and customer odysseys
    2. Seamless or frictive journeys?
    3. Georg Sörman and transformation
  29. Epilogue
  30. Appendix 1: A letter from Birgitta
  31. Appendix 2: A letter from Lars-Olof
  32. Index
  33. Advert
  34. EULA