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

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CHAPTER 15

[INNOVATE OR DIE]

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

Good judgment comes from experience, and experience comes from bad judgment.

—Barry LePatner

By now you see that earning relevance requires much more than the adoption of the latest technologies or launching endeavors in the latest social or app flavor of the month.

In the last few chapters we learned the importance of user experience in product design and our overall channel strategies. It is through technology channels, though, that we reach customers in the moments of truth to favorably guide their journey. These channels aren’t selected arbitrarily. They are specifically chosen to serve a purpose, to meet a need, and to elicit a desired outcome.

With all of the technology options and opportunities facing your organization, where do you even start? Believe it or not, it is in this very moment where your strategy will earn its merit. Without matching technology ...

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