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

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CHAPTER 2

[THE JOURNEY OF BUSINESS TRANSFORMATION]

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

A mind that is stretched by a new experience can never go back to its old dimensions.

—Oliver Wendell Holmes, Jr.

[THERE’S A HERO IN EVERY ONE OF US]

American mythologist, writer, and lecturer Joseph Campbell is lauded for his work in comparative mythology and comparative religion. In 1949, he published The Hero with a Thousand Faces1 where he traced the journey (rise, death, and rebirth) of the archetypal hero. His theory suggested that all historical myths from around the world, many surviving thousands of years, share a common story, stages, and outcomes.

Over the years, Campbell’s work has become known as the Hero’s Journey. The journey that lies ahead for you is in many ways similar to that of Campbell’s heroes:

A hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered ...

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