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

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CHAPTER 16

[THE DILEMMA’S INNOVATOR]

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

Art begins in imitation and ends in innovation.

—Mason Cooley

In a time when only one in five U.S. adults does not use the Internet, it takes an astute command of the obvious to see that society is becoming increasingly digital and connected.1 As a result of this profound connectedness, a gap is already forming between people and your business. A gap is also manifesting between consumer expectations and the products and services you offer.

The simple truth is that it takes a culture of innovation to compete for both Generation C and for the future . . . and that’s where you come in. You are the hero in this journey, and the change you lead starting with evolving customer engagement and defining experiences will have a great effect within your business. One of the greatest opportunities before you is materialized through the evolution in connected consumerism. ...

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