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

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CHAPTER 1

[SORRY, WE’RE CLOSED]

How to Survive Digital Darwinism

TOTAL RECALL

[SORRY, WE’RE CLOSED]

THE JOURNEY OF BUSINESS TRANSFORMATION

MEET THE NEW GENERATION OF CUSTOMERS . . . GENERATION C

THE NEW CUSTOMER HIERARCHY

THE DIM LIGHT AT THE END OF THE FUNNEL

THE ZERO MOMENT OF TRUTH

THE ULTIMATE MOMENT OF TRUTH

OPENING A WINDOW INTO NEW CONSUMERISM

THE DYNAMIC CUSTOMER JOURNEY

INSIDE THE ELLIPSE: EMBARKING ON THE DCJ

IMPROVING THE UMOT TO OPTIMIZE THE ZMOT

THE SIX PILLARS OF SOCIAL COMMERCE

THE IMPORTANCE OF BRAND IN AN ERA OF DIGITAL DARWINISM

WHY USER EXPERIENCE IS CRITICAL TO CUSTOMER RELATIONSHIPS

INNOVATE OR DIE

THE DILEMMA’S INNOVATOR

THE HERO’S JOURNEY

People never learn anything by being told, they have to find out for themselves.

—Paulo Coelho, Veronika Decides to Die

The customer journey is still evolving. How businesses react and ultimately lead the enhancement of relationships is not solely determined by technology.1 To truly get closer to customers takes a culture of customer-centricity, empowerment, and innovation.

Saying that we need to get closer to the customer is hardly enough to convince business leaders that the customer revolution they hear about is literally steps away from their office door. I know I’m not saying anything here you don’t already know. The difference is, however, that what started as a groundswell for business transformation from the bottom up has hit a ceiling. To break through it requires that someone (read: you) has to make the case to ...

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