Human-Driven Experience

10Power Sharing and the Human Experience—The Next Wave of Growth

The creative people I admire seem to share many characteristics: A fierce restlessness. Healthy cynicism. A real-world perspective.

An ability to simplify. Restraint. Patience. A genuine balance of confidence and insecurity. And most importantly, humanity.

—David Droga

It's not a bad thing to talk about humanizing digital, to consider it, to kick it around. But to gain the tremendous power that it can unleash in your organization and for your customers and your employees, at some point you need to do more than talk. You need to act. And once you act, you may have to create asituation where there's no going back.

Throughout history, military commanders have used the tactic of burning bridges (or boats) to prevent their troops from retreating—thus increasing their motivation to succeed in battle. With the bridge gone, there was no going back. And that's the thing I think a lot of marketers have a hard time navigating. They often say they want to create a better experience for their customers, but when the going gets tough, they forget all about it and retreat over the bridge—returning to their familiar,tried-and-true ways of doing business.

What we're trying to do, however, is build bridges to something different and then burn down the old ones. That's a hard thing for many people to do. But there is real, measurable value to be gained that can make the difference between a brand that survives and one that doesn't. ...