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Digital Sense by Brian Solis, Chris J. Snook, Travis Wright

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Figure depicting a word cloud with few words, for example, experience, EMF, marketing, and so on represented in bold, and other words are presented in the lower fonts.

3Introducing the Experience Marketing Framework

As you already know, we work and live in an always-on, always-moving, mobile-first reality, where business happens at the speed of speech and thumbs. This present-day reality will compound in speed, accuracy, and efficiency 1,000 times over in the coming decade. Qualcomm (one of the largest chipset providers in world) actually had an internal corporate directive in 2013 called “solving the 1000x challenge” while Chris was consulting for them. The Experience Marketing Framework (EMF) will help you navigate this reality with agility to find the powerful simplicity on the back side of all this added complexity.

As we introduce the EMF, please repeat the following three agreements to yourself daily for context and consider posting this prominently in full view in your workspace.

  1. I admit that I am powerless over the demands of always-on marketing.
  2. The power (our customer) that is greater than our organization gives me the singular focus necessary to restore my sanity and find focus.
  3. I will take a fearless inventory of our insights, vision, and execution annually and score them with brutal honesty against the customer needs, competitors' strength, and external forces that threaten our existence.

The Framework to Ask Powerful Questions

It is important to note that these ...

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