Studying the impact of innovation on business and society

Q&A: Why the Future of Business is Shared Experiences

Jeff Ashcroft (@JeffAshcroft) along with @TheSocialCMO host the popular #MMchat (Marketer Monday) every week at 8 p.m. eastern on Twitter. It’s a rapid fire exchange not only between the organizer and the guest but also everyone following along #MMchat. It certainly makes for exciting dialog in real-time and also later when the full transcript is published. I recently joined them to discuss the future of business and why now is the time to become the hero in your hero’s journey. I’ve recreated our exchange (each in 140 characters or less) for you here…

Question 1: Why are experiences more important today than ever before?

A1: .@TheSocialCMO Thank you so much for having me on again. This is always one of the most invigorating conversations I can be part of.

A2: Experiences are something we feel and we share what we feel. We share what moves us


A3: When people ask questions for advice or direction, shared experiences are the result. In social, they’re more important than ever

A4: Customers are sharing experiences about your business now. Why leave them to chance. Define them at every step!

Question 2: In the book you say experiences are even more important than products! Bold statement can you share your reasoning on this?

A1: Experiences are more important than products. Products are manifestations of the experience you want people to have+share

A2: Products are just part of the experience ecosystem. You have to first define the experience you want people to have

A3: Products play a role in the manifestation of the experience they will have and share. You must define the moments of truth

Questions 3: Seems like everyone is talking about disruption. You’re saying disruption is more than just social media, can you elaborate?

A1: Disruption is something that occurs naturally. It’s “creative destruction” if you will. But it’s accelerating beyond social

A2: Social is just one part of disruption. I call it “The Wheel of Disruption” and it includes big data, mobile, real-time, etc.

A3: I suggest that change agents look at the experiential aspects + new touchpoints in the 4 moments of truth. That’s disruption

Question 4: Need for more emphasis on experience is clear in the book. How is user experience now starting to influence business decisions?

A1: Shared experiences form an influence loop that is connected to each moment of truth. It’s what people find that guides them

A2: It takes more than google now. people are talking and connecting. experiences are shared in tweets, posts, videos + reviews

A3: You’ve optimized search, your website, your mobile app, but you haven’t optimized for shared experiences

A4: Shared experiences affect customer impressions and next steps in each moment of truth. Shift from impressions 2 expressions

Question 5: In WTF? There seems to be underlying story recounting the hero’s journey. Can you share your thoughts with us on this journey?


A2: Joseph Campbell’s Hero with a 1000 Faces has influenced so many, including Hollywood…Star Wars, The Matrix.

A3: The Hero’s Journey explores mythical journeys such as those of jesus and buddha and the common experiences they shared

A4: I revisit the Hero’s Journey from the standpoint of your customer. What is their journey? What is their experience?

A5: Your customer is your hero…you define their journey

A6: In the end however, as the reader, you are also becoming the change agent. Therefore you are also “the hero”
A7: I re-imagined the Hero’s Journey for you to outline where you’ll meet challenges and how to break through them

Question 6: Brian, love design of the book. I understand in this case it wasn’t your typical publisher process, how was it different?

A1: Number 6 is great too!

A2: 2 show the importance of experiences, you have to create an experience. Whats the Future of Business is an experiential book

A3: The publisher gave turned over creative control. I worked with Mekanism and @gapingvoid to create a true “social object”

A4: The book is square, think coffee table format, 4 color, full of visuals, and its designed to be an analog (mobile) app!

Source: Jeremiah Owyang

A5: @gapingvoid provided an original piece of artwork for each chapter based on what he took away after reading it.

A6: What’s the Future of Business is as helpful and inspiring as it is beautiful… #promise

A7: Remember, this is your time… #AdaptorDie

A8: The future is yours to define… #InnovateorDie

A9: Thank you everyone. You always get my mind racing with possibilities!

FIN: Thanks for joining us! Your participation & feedback was GREAT! An extra SPECIAL thanks to @BrianSolis for joining us! #MMchat

The full transcript including all responses, questions, and answers is.

WTF is now available!

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