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

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CHAPTER 11

[IMPROVING THE UMOT TO OPTIMIZE THE ZMOT]

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

We must not let go manifest truths because we cannot answer all questions about them.

—Jeremy Collier

Sounds almost playful; it certainly made me smile as I wrote it. But it is a profound topic nonetheless. If there is one thing you take away from this experience, it’s that the experiences people share influence the steps other people take and the decisions they ultimately make. No matter how brilliant your marketing efforts, there is no one way to reach your desired audiences nor to create coveted impressions. The power of peer-to-peer influence is perhaps at its greatest potency. Peer-driven word of mouth has always held a powerful relationship between cause and effect. In the 1970s, Fabergé Organics reminded consumers of what’s possible when you combine useful products, emotional correlation, and happy customers. The result is shared ...

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