In the wake of global disruption, we have entered into an era of a new and unusual Novel Economy. This represents a new strain of market conditions that are not fully identified or understood. It is clear that a new economy is taking shape–and there is no playbook. Taking pages from the industrial revolution won’t help much in a Novel Economy. This is a time for innovation. To survive and thrive, companies must accelerate their shift to the “Age of…
The Ultimate Moment of Truth and The Art of Digital Engagement
In 2012, Google along with Jim Lecinski published a fantastic book that explored how digital customers made decisions in what Google refers to as “The Zero Moment of Truth.” The ZMOT as it’s abbreviated, helps strategists discover relevant strategies and tactics on how to show up at the right place, at the right time and with the right content in a digital ecosystem. In a world where consumers “Google it” to begin their digital journey, ZMOT revealed that brands need…
