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Leadership Insights: What’s the Future of Business? Find out in Brian Solis’ Latest Book

Leadership Insights: What's the Future of Business? Find out in Brian Solis' Latest Book

“A mind that is stretched by a new experience can never go back to its old dimensions.”- Oliver Wendell Holmes, Jr.

Creating experiences. We hear the phrase used in regard to marketing and PR tactics all the time. But, just how do these words apply in today’s competitive business landscape? Brian Solis explores the concept in his latest book, What’s the Future of Business: Changing the Way Businesses Create Experiences, describing how brands can use the customer relationship to impact their bottom line and survive in the current marketplace.

Solis touches on many dimensions of the evolving brand-consumer relationship. Consumer insight, the four ‘moments of truth’ of the customer journey, user experience elements and engagement techniques (to name a few) all play pivotal roles in helping brands grow. His most consistent point, however, focuses on the value behind brand experiences and just how impactful the results can be for your company. Solis suggestions the ability to provide intriguing experiences worthy of sharing trumps many of the traditional marketing techniques brands currently depend on.

Solis supports this approach with statistics, case studies, and answers to realistic questions. He leaves us with some food for thought, asking: “What is the experience of your brand or business?” and “Do you know what it is about that experience your customers sharing?”

I highly suggested picking up a copy and asking yourself, WTF – what’s the future.

This post first appeared January 21, 2014 on Jim Delaney’s blog

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