UnSelling: The New Customer Experience

Chapter 18The Three Types of Pulse We Need to Pay Attention To

We just spent a whole lot of book talking about pulse and how an individual's experience with a brand is never neutral—but always changing—and how external and internal factors and AIM shape that pulse line.

In the next section of this book, we are going to look at three kinds of pulse: industry pulse, company pulse, and customer pulse.

For industry pulse, we are going to talk about the video game industry and Ubisoft. In an industry that is changing at lightning speed, how can a company keep up and be successful?

Taking the pulse of your industry means looking at factors such as technology changes and advancements, laws and regulations, and trends.

For company pulse, I am going to share with you some of the challenges and changes we've faced over the years at UnMarketing. As an entrepreneur with a growing company, it's important to keep an eye inward.

For customer pulse, we are going to look to one of my perfect UnSelling examples: Big Ass Fans. Really, these guys could be an example for every section, but we are going to look at how, by staying connected with their community, they have created a profitable company while treating people with respect.