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

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CHAPTER 13

[THE IMPORTANCE OF BRAND IN AN ERA OF 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

The trouble with learning from experience is that you never graduate.

—Doug Larson attributed, The Ship of Thought

Now more than ever, what your organization stands for and what it represents can be the foundation for a meaningful competitive advantage. The journey we walked through together in the last several chapters presents a connected customer whose values, personal beliefs, and life experiences combined with personal and professional objectives create the need for personal engagement.

It’s not a debate of apathy versus empathy: businesses must align with individuals in order for individuals to stand with businesses. Your organization must go beyond being customer-centric.

Think about the definition of community. The textbook definition of community is a group of people living in the same place or having a particular ...

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