Posts Tagged ‘empathy’
Experience is becoming more important than the product itself.
What is experience?
It’s not a thing, it’s everything. It’s an embrace and an emotional ecosystem that requires purpose, thoughtfulness and mastery. More so, experience requires architecture and a supporting ecosystem to deliver more than features, utility or capability. And, it starts here: <3
We must flip our everyday approach from brand-centricity to customer-centricity. Think beyond budgets, approvals and technology and creativity for the sake of technology and creativity. That’s what everybody else does.
Every day, there’s seemingly yet another disruptive trend that emerges out of nowhere which affects consumer behavior and the future of everything along with it. Many of you already follow some of the most notable trends disrupting markets today and I know you’re devising new strategies as a result in order to compete in these ever shifting markets.
- Real Time
- Social Media- Mobile
- Sharing Economy
- Peer-to-Peer Economy
- Maker Economy
- Internet of Things
- Crowd Funding/Lending
I often share a quote by Russian novelist Leo Tolstoy, “Everyone thinks of changing the world, but no one thinks of changing himself.”
And that’s where are in business. We all talk of change but very few of us start with changing the very things that will help us more effectively compete for the future.
The evolving state of technology, customer behavior and expectations and our role within each is changing or it should change…
For years I’ve written about how the 4 Ps of Marketing, Product, Place, Pricing, and Promotion represented a dated perspective of customers and markets. In an era of connected consumerism, one could argue the merits of any of “Ps” and whether or not they’re still relevant. I suppose that’s a debate for another time. Instead, I’d like to introduce of two additional Ps that will propel a decades old concept and modernize it for a social economy.
The importance of establishing your brand in the era of Digital Darwinism cannot be overstated. Digital Darwinism occurs when technology and society evolve faster than one’s ability to adapt. Every brand is vulnerable, but no business is too big to fail or too small to succeed.
If you look at the picture above, you might see a sunset. Some of you will see a sunrise. Much like the famous philosophical discourse between skeptics and optimists, a glass can only be either half empty or half full. I believe nonetheless that the above picture is that of a sunrise. I’m an optimist. I also believe that a glass is reflective of its current state. Either you just poured into or poured out of it. Otherwise, it’s a glass with water sitting at the half-way mark.
Part of an unpublished appendix for The End of Business as Usual…
Think of your favorite brand, and the first thing to come to mind is likely a logo, such as the Coca-Cola scripting, a tag-line, such as Nike’s “Just do it,” or a jingle – remember the Oscar Meyer Wiener song? These may be the aspects of a brand you remember, but they are no longer the most important aspects of branding today. Identity, persona, essence and promise, are the new kings and queens of the branding kingdom, thanks to technology and the deeper connections it opens up between brands and consumers.
I was recently asked at a communications and marketing conference for senior executives when Social Media would start to appeal to all senses including, vision, hearing, smell, taste, and touch. It was an interesting question and the first time that I had heard it in public. My response was that it is already in full effect. To go one step further, much of the work I’ve studied and also the focus of much of my own work fuses aspects of sensory branding and marketing with elements of experiential and emotional marketing to appeal to the senses as well as to the emotions that inspire action.
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.