Summary of What's the Future of Business?

Looking for the book?
We have the summary! Get the key insights in just 10 minutes.

What's the Future of Business? book summary
Start getting smarter:
or see our plans

Rating

7 Overall

7 Applicability

8 Innovation

7 Style

Recommendation

People talk about your business. In restaurants, on transcontinental flights and in the aisles of big-box retailers, customers share experiences on social media in real time. Depending on how they react to the experiences you offer, consumers can become your brand ambassadors or dangerous detractors. Cultivate more ambassadors by using social media platforms not as newfangled billboards, but as a way to connect with people, learn their priorities and values, and offer experiences they will praise. Digital strategist Brian Solis argues that you must engage in a new kind of 24-hour marketing to reach this new digitally “connected customer.” Transferring traditional marketing to interactive media isn’t enough. Instead, “design the experience” people have with your brand online so that every minute results in positive web commentary. Solis conveys the urgency of creating these encounters, though he doesn’t go into a lot of hands-on detail about how to do it. Most of his discussion stays on a theoretical level, and his few examples of best practices are short. Still, getAbstract recommends his conceptual arguments to marketers and customer service reps who aren’t digital natives as an excellent intro to a fresh marketing paradigm.

In this summary, you will learn

  • How digitally connected consumers influence each other’s buying decisions and
  • How to create positive experiences that turn your customers into your online advocates.
 

About the Author

A principal of the advisory firm Altimeter Group, Brian Solis is a digital analyst, sociologist and futurist. He also wrote Engage! and The End of Business as Usual; he blogs at BrianSolis.com.

 

Summary

Disruption
Customers are changing. How they make decisions, what sources they trust for guidance, the sales channels they prefer and what they expect from each transaction are all in transition. Firms that satisfy customers’ new expectations will thrive.

However, the factors...

Get the key points from this book in 10 minutes.

For you

Find the right subscription plan for you.

For your company

We help you build a culture of continuous learning.

 or log in

Comment on this summary

More on this topic

By the same author

Contained in Knowledge Pack:

Customers who read this summary also read

More by category