Studying the impact of innovation on business and society

Experience

The Future of Brand, Tech and Business is Experience

The Future of Brand, Tech and Business is Experience

If you’ve never attended the Next Conference in Germany, plan for the next event. It combines elements of SXSW in a festival, city-wide format where people, technology, music and art converge into an experience that’s anything but a conference. I’ve had the privilege of presenting at Next over the years. In 2016, I was invited once again (I think for the third time) and I jumped at the chance. Well, actually, I flew to Hamburg, but you know what I…

The CX Imperative and The Role You Play in Making Business Personal

The CX Imperative and The Role You Play in Making Business Personal

i Every now and then, I am asked to write the foreword for a great book. And, every now and then, I say yes. The deal is always the same. Once the book is released, I ask that I’m able to publish the foreword in full to share with you here. My friends Lars Birkholm Petersen, Ron Person and Christopher Nash wrote a book, Connect: How to use data and experience marketing to create lifetime customers. As they describe, marketing is…

X Marks the Spot Where the Medium is the Message

X Marks the Spot Where the Medium is the Message

Several years ago, I embarked on a crazy journey to reinvent the book to make it a physical metaphor for the purpose of the book. I had no other choice. It was a book about designing meaningful and personal experiences in a digital economy. It would have been to ironic to tell you do do so in a traditional print format. It also would have been unimaginative to simply release an ebook or app. The point is that you can’t…

Experience Happens: Design What You Want People to Feel

Experience Happens: Design What You Want People to Feel

“Experience” is one of those words that is both aspirational while also meaning something uniquely different to each person who uses the word. No matter who you define it, the important thing to remember is that experiences lie in the value of the beholder. The reality is that experiences are something you feel, you sense, and they’re defined by the people experiencing them. Whether they’re amazing, meh or terrible, they’re either forgotten or they turn into memories. Either way, reactions…

Designing the Experience: My Ongoing Experiments with Book Trailers and Storytelling

Designing the Experience: My Ongoing Experiments with Book Trailers and Storytelling

I’ve always been fascinated by Hollywood trailers. So much so, that 10 years ago, I was determined to develop a trailer for my next book at the time, Engage!. Since then, I launched every subsequent book with a trailer. You can see a compilation here. With my latest book X, I broke that tradition. It wasn’t intentional however. I simply got so caught up with the launch and the following book tour that I couldn’t get to it. That didn’t…

Enhancing Customer Experience With Wearable Tech

Enhancing Customer Experience With Wearable Tech

Guest post by Blake Morgan (@blakemichellem), Customer Experience Futurist, Keynote Speaker, Author of the new book, More Is More In X: The Experience When Business Meets Design, author Brian Solis talks about how Disney created its MagicBand—an all-in-one device that connects users with their vacation options—embedded with technology that allows customers to make purchases without a credit card or cash, get in and out of the park, review and optimize wait times, book FastPass, open their hotel room door, make dinner reservations, and…

Customer Experience Should Be Designed For And Measured By What Customer’s Actually Experience

Customer Experience Should Be Designed For And Measured By What Customer’s Actually Experience

Customer experience (CX) is the new black and it is, for all intents and purposes, the catalyst for accelerated and purposeful digital transformation. In my research however, I find that customer experience is not truly a customer-first initiative. It is in many cases relegated to enterprise-first approaches to improve customer flow from an infrastructure perspective. It’s not necessarily something I’m calling out as a problem. Optimizing customer journeys is indeed necessary. But, it is not a means to an end. It is…

Customer Experience is the New Marketing and Customer Experiences are the New Brand

Customer Experience is the New Marketing and Customer Experiences are the New Brand

My friends Rob Cottingham, Gerard Francis Corbett and I have had some fun lately. One way to gain perspective on our modern reality is to do so through humor. So when a several big brands in the beverage, transportation, banking and airline industries were suddenly in the global media hot seat, we had a laugh and productive conversations behind the scenes. As a result, we set out to build upon these unfortunate opportunities with a couple of pithy but poignant cartoons hoping to spark a bigger dialogue….

Is Your Marketing Strategy Aimed at the Present or the Future?

Is Your Marketing Strategy Aimed at the Present or the Future?

If you’ve designed your marketing strategy around what your market expects today, you may want to revisit it. Why? Your market will expect something different in the future. And that future is starting to arrive now. When I’m not deep in the weeds studying Digital Transformation, Innovation, Experience Design and Culture, I’m incessantly thinking about brands of tomorrow and what it takes to be relevant to an evolving society. I recently spent some time with Qlutch CEO Jim Sagar to explore…

Customer Experience Versus Just Experience: Why the difference is key to brand relevance

Customer Experience Versus Just Experience: Why the difference is key to brand relevance

Customer experience aka CX is one of the most important trends changing business today. And, experts believe that it represents the next big competitive advantage for companies that invest in it. But what is customer experience exactly? It’s one of those terms (and movements) that is defined and interpreted differently depending on who’s talking about it within the organization. But without a common appreciation for customer experience and what it represents to customers, not just our view of them, our…

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