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Redefining the human-centred approach to marketing

Via CMO

We’re living in a time of the ‘#noveleconomy’, a new and unusual time marked by the coronavirus, where the number one driver has to be customers and employees, Salesforce global innovation evangelist, Brian Solis, claims.

“We have to learn, whether that’s in retail or in brand, how to deliver a much more impactful experience, not just for someone who’s connected, but for someone who’s emotionally, subconsciously and intellectually moved because of a global pandemic,” Solis explained during this week’s Salesforce Live virtual event.

“And we have to give technology a sense of purpose so that we can thrive in an era of a global pandemic. It’s not just about thriving now, but thriving in this interim normal, which is a world with COVID-19. And following that, when we’re living in a world without COVID-19.”

For Solis, the key is to create experiences in the real world and online that are going to transcend the crisis. “It’s about that sensation of creating great experiences, great sentiments, great relationships now and in the future because these times are anything but normal. This isn’t a race to normalcy, it’s a moment of transition. It’s a moment of reflection to build the future,” he continued.

Solis said the #noveleconomy has three phases: Survive, Alive, Thrive. The Survive phase is about stabilisation and business continuity. The second phase is building, securing and operationalising for the transition state. It’s also learning how to create the best experiences possible within the reality of operating in a world that is still coping with COVID-19. The third phase is about learning how to be innovative.

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