"e;In today s rapidly changing digital environment, Darwinism is alive and well. What s the Future of Business doesn't just explore trends and theories; it introduces a dynamic, actionable path to transformation."e; Evan Greene, CMO, The Recording Academy, Producers of the GRAMMY Awards Rethink your business model to incorporate the power of "e;user"e; experiences What s the Future of Business? will galvanize a new movement that aligns the tenets of user experience with the vision of innovative leadership to improve business performance, engagement, and relationships for a new generation of consumerism. It provides an overview of real-world experiences versus "e;user"e; experiences in relation to products, services, mobile, social media, and commerce, among others. This book explains why experience is everything and how the future of business will come down to shared experiences. Aligns the tenets of user experience with the concepts of innovative leadership to improve business performance and engagement and to motivate readers to rethink business models and customer and employee relationships Motivates readers to rethink business models, products and services, marketing, and customer and employee relationships with desired experiences in mind Brian Solis is globally recognized as one of the most prominent thought leaders and published authors in new media, and is the author of Engage! and The End of Business as Usual! Discover how user experience design affects your business, and how you can harness its power for meaningful revenue growth

"In today's rapidly changing digital environmentDarwinism is alive and well. What's the Future ofBusiness doesn't just explore trends and theories; itintroduces a dynamic, actionable path to transformation."Evan Greene, CMO, The Recording AcademyProducers of the GRAMMY AwardsRethink your business model to incorporate the power of "user"experiencesWhat's the Future of Business? will galvanize a newmovement that aligns the tenets of user experience with the visionof innovative leadership to improve business performanceengagement, and relationships for a new generation of consumerism.It provides an overview of real-world experiences versus "user"experiences in relation to products, services, mobile, socialmedia, and commerce, among others. This book explains whyexperience is everything and how the future of business will comedown to shared experiences.* Aligns the tenets of user experience with the concepts ofinnovative leadership to improve business performance andengagement and to motivate readers to rethink business models andcustomer and employee relationships* Motivates readers to rethink business models, products andservices, marketing, and customer and employee relationships withdesired experiences in mind* Brian Solis is globally recognized as one of the most prominentthought leaders and published authors in new media, and is theauthor of Engage! and The End of Business asUsual!Discover how user experience design affects your business, andhow you can harness its power for meaningful revenue growth

0 TOTAL RECALL 2The Voice of the Empowered Customer 6Are You Experienced? 81 SORRY, WE'RE CLOSED: HOW TO SURVIVE DIGITAL DARWINISM10Disruptive Technology Is a Catalyst for Change, Not the Reason152 THE JOURNEY OF BUSINESS TRANSFORMATION 18There's a Hero in Every One of Us 21The Great Myth of Technology 243 MEET THE NEW GENERATION OF CUSTOMERS . . . GENERATION C26Widening the View from Generation Y to Generation C 31Different Times Call for Different Measures 334 THE NEW CUSTOMER HIERARCHY 36A New Era of Social Service: Promoting the Experiences ofCustomers 40The Broken Link of Social Media Customer Service 44Connecting the Dots in Social Media to Improve Experiences475 THE DIM LIGHT AT THE END OF THE FUNNEL 50Funnel Vision: Without Awareness There Can Be No Consideration54The Cluster Funnel 556 THE ZERO MOMENT OF TRUTH 587 THE ULTIMATE MOMENT OF TRUTH 66The Ultimate Moment of Truth 748 OPENING A WINDOW INTO NEW CONSUMERISM 78Discovery Disrupted 82Opening the Door to a New Generation of Connected Consumerism83Opening the Windows to Digital Influence 869 THE DYNAMIC CUSTOMER JOURNEY 9010 INSIDE THE ELLIPSE: EMBARKING ON THE DYNAMIC CUSTOMERJOURNEY 98Formulation (Stimulus) 104Precommerce (Zero Moment of Truth) 106Commerce (First Moment of Truth) 109Postcommerce (Ultimate Moment of Truth) 11211 IMPROVING THE UMOT TO OPTIMIZE THE ZMOT 11812 THE SIX PILLARS OF SOCIAL COMMERCE: UNDERSTANDING THEPSYCHOLOGY OF ENGAGEMENT 124Hear No Evil. See No Evil. Speak No Evil. 128The A.R.T. of Engagement 129The Psychology of Social Commerce 130Heuristic Number 1: Social Proof--Follow the Crowd 131Heuristic Number 2: Authority--The Guiding Light 132Heuristic Number 3: Scarcity--Less Is More 133Heuristic Number 4: Liking--Builds Bonds and Trust 134Heuristic Number 5: Consistency 135Heuristic Number 6: Reciprocity--Pay It Forward 13613 THE IMPORTANCE OF BRAND IN AN ERA OF DIGITAL DARWINISM138Branding Is More Important Than Ever Before 144Brand Empathy: Always Improve Experiences 14614 WHY USER EXPERIENCE IS CRITICAL TO CUSTOMER RELATIONSHIPS148The CrUX of Engagement Is Intention and Purpose 153The Experience RedUX 156User Experience Becomes the Customer Experience: Principles andPillars of UX 158Medium-alism Equals FaUX Engagement 159The JUXtaposition of Empathy and Experience 16115 INNOVATE OR DIE 162CMOs Are at the Crossroads of Customer Transactions andEngagement 167Through a Telescope, We Bring the World Closer--Through aMicroscope, We See What Was Previously Invisible to the Naked Eye168Customer Engagement Is Not the Same as Conversations 172Ten Priorities for Meaningful Business Transformation 176Disruptive Technology and How to Compete for the Future 18016 THE DILEMMA'S INNOVATOR 184Innovation Is Blindness: Why Innovation Is Fundamental to theSurvival of Tomorrow's Business . . . Today 188In the Battle against Relevance versus Irrelevance: It'sSurvival of the Fitting 19117 THE HERO'S JOURNEY 196The Task Force, AKA Steering Committee 202The Stages of Change 205The Hero's Journey 209Stage 1: Inception 210Stage 2: Tribulation 211Stage 3: Transformation 212Stage 4: Realization 213Thank You 214NOTES 215