USA TODAY featured a full excerpt from Brian Solis’ new book, WTF.
The piece discusses how businesses should embrace disruptive technology as catalyst for change, not the reason for it. He believes that the customer journey is still evolving. But, how businesses react and ultimately lead the enhancement of relationships is not solely determined by technology though. To truly get closer to customers takes a culture of customer-centricity, empowerment and innovation.
Read the excerpt here.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.