Studying the impact of innovation on business and society

AlleyWatch: Entrepreneurs Need To Be Experts On Social Change

By Martin Zwilling, AlleyWatch

Many entrepreneurs think that adapting to the new technologies, like smart phones and Internet commerce, are the key to attracting new customers. In fact, businesses need to adapt just as completely to the changes in the buying and social behavior of consumers. High-technology product startups, without customers, don’t make a business.

Today’s customer buying dynamics are all about “user experience,” according to Brian Solis, in his recent book “What’s the Future of Business?.” This thought leader in new media asserts that every business needs to understand social psychology and rethink their business models, approach, and relationships in order to create unique and memorable experiences for both customers and employees.

Solis outlines the heuristics of social psychology that are key to building positive customer experiences today. These begin with the following Cialdini’s “Six Principles of Influence”, that consumers use to make decisions, buttressed by results from various social media surveys he references in the book

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