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What's the Future of Business?: Changing the Way Businesses Create Experiences

Book Description

"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

Table of Contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Business . . . Meet Design
  6. Chapter 0: Total Recall
    1. The Voice of the Empowered Customer
    2. Are You Experienced?
  7. Chapter 1: Sorry, We’re Closed: How to Survive Digital Darwinism
    1. Disruptive Technology Is a Catalyst for Change, Not the Reason
  8. Chapter 2: The Journey of Business Transformation
    1. There’s a Hero in Every One of Us
    2. The Great Myth of Technology
  9. Chapter 3: Meet the New Generation of Customers . . . Generation C
    1. Widening the View from Generation Y to Generation C
    2. Different Times Call for Different Measures
  10. Chapter 4: The New Customer Hierarchy
    1. A New Era of Social Service: Promoting the Experiences of Customers
    2. The Broken Link of Social Media Customer Service
    3. Connecting the Dots in Social Media to Improve Experiences
  11. Chapter 5: The Dim Light at the End of the Funnel
    1. Funnel Vision: Without Awareness There Can Be No Consideration
    2. The Cluster Funnel
  12. Chapter 6: The Zero Moment of Truth
  13. Chapter 7: The Ultimate Moment of Truth
    1. The Ultimate Moment of Truth
  14. Chapter 8: Opening a Window into New Consumerism
    1. Discovery Disrupted
    2. Opening the Door to a New Generation of Connected Consumerism
    3. Opening the Windows to Digital Influence
  15. Chapter 9: The Dynamic Customer Journey
  16. Chapter 10: Inside the Ellipse: Embarking on the Dynamic Customer Journey
    1. Formulation (Stimulus)
    2. Precommerce (Zero Moment of Truth)
    3. Commerce (First Moment of Truth)
    4. Postcommerce (Ultimate Moment of Truth)
  17. Chapter 11: Improving the UMOT to Optimize the ZMOT
  18. Chapter 12: The Six Pillars of Social Commerce: Understanding the Psychology of Engagement
    1. Hear No Evil. See No Evil. Speak No Evil.
    2. The A.R.T. of Engagement
    3. The Psychology of Social Commerce
    4. Heuristic Number 1: Social Proof—Follow the Crowd
    5. Heuristic Number 2: Authority—The Guiding Light
    6. Heuristic Number 3: Scarcity—Less Is More
    7. Heuristic Number 4: Liking—Builds Bonds and Trust
    8. Heuristic Number 5: Consistency
    9. Heuristic Number 6: Reciprocity—Pay It Forward
  19. Chapter 13: The Importance of Brand in an Era of Digital Darwinism
    1. Branding Is More Important Than Ever Before
    2. Brand Empathy: Always Improve Experiences
  20. Chapter 14: Why User Experience Is Critical to Customer Relationships
    1. The Crux of Engagement is Intention and Purpose
    2. The Experience Redux
    3. User Experience Becomes the Customer Experience: Principles and Pillars of Ux
    4. Medium-alism Equals Faux Engagement
    5. The Juxtaposition of Empathy and Experience
  21. Chapter 15: Innovate or Die
    1. CMOs Are at the Crossroads of Customer Transactions and Engagement
    2. Through a Telescope, We Bring the World Closer—Through a Microscope, We See What Was Previously Invisible to the Naked Eye
    3. Customer Engagement Is Not the Same as Conversations
    4. Ten Priorities for Meaningful Business Transformation
    5. Disruptive Technology and How to Compete for the Future
  22. Chapter 16: The Dilemma’s Innovator
    1. Innovation Is Blindness: Why Innovation Is Fundamental to the Survival of Tomorrow’s Business . . . Today
    2. In the Battle against Relevance versus Irrelevance: It’s Survival of the Fitting
  23. Chapter 17: The Hero’s Journey
    1. The Task Force, AKA Steering Committee
    2. The Stages of Change
    3. The Hero’s Journey
    4. Stage 1: Inception
    5. Stage 2: Tribulation
    6. Stage 3: Transformation
    7. Stage 4: Realization
    8. Thank You
  24. Notes