I live several lives. As a digital analyst and futurist, I study disruptive technology and its impact on businesses and markets. As a digital anthropologist, I study the effects of disruptive technology on societies and us as individuals. In both cases, I am frequently asked to share the “state of” industries and also play out defined scenarios over the next several years. Recently, I took a break from my industry work to focus on the personal side of digital disruption with Lifescale: How to Live a More Creative, Productive and Happy Life. During that time, I had to press pause on the development of a book trailer for X: The Experience When Business Meets Design. Now it’s time to press “publish.”
X is the follow0-up to What’s the Future of Business aka WTF. It’s not an official part 2. It’s more of a companion guide that takes a deeper dive into the world of experience design and innovation. It was both written AND designed to help businesses architect unforgettable and intuitive experiences in an era of Digital Darwinism.
My friends at Ninja Tropic developed this special trailer to commemorate the anniversary of X. Now it’s time to finally share it with you!
The New Kodak Moment
Do you remember the Kodak Moment?
It was evocative and deeply personal and emotional.
The Kodak Moment channeled memories that made the brand, the product and life experiences one.
Now the Kodak Moment means something altogether different.
It signifies the moment when a brand loses touch with how customer behaviors, preferences and aspirations are changing.
Nowadays, no brand is “too big to fail.”
What does it take to win in the future?
Experts believe that tomorrow’s successful companies will compete for customer experiences
But what is experience and how can they help companies avoid the new Kodak moment?
Experience isn’t just the next buzzword, it is the brand.
You just have to experience the world through the experiences of people.
Experience is something you feel, something you sense and interpret…and, it’s measured by how you react.
It’s emotional and sensory.
When you see things from the other side, you realize that today’s customer experiences are left to chance.
Rather, companies create experiences individually through products, touchpoints, processes, systems…
But customer experience is not one thing…it’s everything.
Once you chance your perspective, you can change your work.
If you think about customer experience from the customer’s viewpoint, you’ll learn that your brand is the sum of all engagements a customer has with you during the customer lifecycle.
If one moment is great and another is filled with friction or angst, your brand will always be less than great.
Branding now requires more than a style guide. It takes an experience style guide where each moment works together to deliver the experience.
Close your eyes for a moment and think about the last tie you had a truly incredible experience…an experience that moved you…that captured your heart, mind and spirt. An experience that’s become a memory. An experience that defined how you are. What about it was so special? Your work is now to bring it to life for someone else.
The future of brand lies in the experiences your design and that people have.
It takes empathy.
It takes design.
Experience starts with imagination, innovation and courage to pave new paths to customers and back.
Experience begins with you.
Brian Solis, Author, Speaker, Futurist
Brian Solis is principal analyst and futurist at Altimeter, the digital analyst group at Prophet, Brian is a world renowned keynote speakerand 8x best-selling author. In his new book, Lifescale: How to live a more creative, productive and happy life, Brian tackles the struggles of living in a world rife with constant digital distractions. His model for “Lifescaling” helps readers overcome the unforeseen consequences of living a digital life to break away from diversions, focus on what’s important, spark newfound creativity and unlock new possibilities. His previous book, X: The Experience When Business Meets Design, explores the future of brand and customer engagement through experience design.
Please, invite him to speak at your next event or bring him in to your organization to inspire colleagues, executives and boards of directors.