La palabra “fracaso” se considera en gran medida una deshonra en los Estados Unidos y en todo el mundo. Dentro de ciertos sectores, la palabra puede tener diferentes connotacionEles. Por ejemplo, en la comunidad startup, en todo el mundo, hay una filosofía predominante de que promueve la experimentación y el aprendizaje “Fail Fast. Fail Forward”.
“Digital transformation is more than just digital; it’s about remodeling businesses to be agile, innovative, and customer-centric at their core.” This is the heart of the message from Altimeter’s report by Brian Solis…
Solis says that many leaders incorrectly assume that pursuing digital transformation is the job of the IT department. “If you were to follow the findings of many other reports, you would believe that the secret to digital transformation was all about technology and how the modernization of work was the key to success. The truth is that it’s a far more human story. There are changes happening to and because of people in your markets,” he says.
“Digital transformation is a movement progressing without a universal map to guide businesses through proven and productive passages. This leaves organizations pursuing change from a known, safe approach that correlates with “business as usual” practices. Operating within the confines of traditional paradigms without purpose or vision eventually challenges the direction, capacity, and agility for thriving in a digital economy.”
“If you think of the wine and beer industries, many labels look the same — same shape, same back label, even similar websites,” Solis said. Many companies put craftsmanship above marketing, but the fact is that quality isn’t enough. “The word ‘brand’ means there’s something behind it that becomes relatable and shareable, and that takes some work,” he explained. “A great product is not going to be enjoyed if people don’t buy it and talk about it.”
Tout va passer par l’émotion que l’on aura susciter », relève ce gourou de la Silicon Valley. Les gens ne se rappellent pas de ce que vous avez fait ou dit mais ils n’oublient pas l’impression que vous leur avez laissé. Vous pouvez avoir conçu le meilleur site, inventé les produits les plus performants, cela n’aura que peu d’impact s’ils n’expriment rien pour eux. »
C’est ce qu’il démontre dans son dernier ouvrage « The Experience : when Business meets Design », un plaidoyer pour un design centré sur l’humain.
You are early adopters. What takes to reach you now is different than yesterday. We are all in control of experiences we have.
“Someone has to take the lead in bringing mobile to the forefront of digital design. Investing in a mobile program just to check the box is no longer good enough. The reality is that mobile is now the first screen.”
Brian Solis drew on the seminal work of Clayton Christensen, whose model of technology adoption is widely applied in industry. Disruptive innovation, the seemingly uncomfortable process that arises when new technology or ideas are introduced into a conservative environment, is generally unwelcome to many in the business world. We like certainty and abhor change. Yet disruptive innovation is actually an opportunity for creativity and problem solving in organisations, says Solis.
To see how marketers can borrow some of that Disney magic for themselves, I went straight to the experiential marketing man himself: Brian Solis. Brian is a Principal Analyst at Altimeter Group, a LinkedIn Influencer, and a guy with some very, very big ideas for the future of marketing.