Published on March 3, 2013
Media PortfolioWhat’s the Future of Business by Brian SolisTable of ContentsBrief Overview Page 2Summary Page 3The WTF Experience Page 3The Four Moments of Truth Page 4The Story of WTF Page 5Praise Pages 6-7Artwork Pages 8-12
Brief Overview of WTFThe book is called Whats the Future of Business: Changing the way businessescreate experiences. Its an intentional title that nets down to WTF - www.wtfbusiness.comThe book explores in a fun, visual and insight way how connected consumerismbreaks down into FourMoments of Truth, the role of technology in decision-making, and how businesses need to create experiences that mean something ineach stage and also spark engagement between consumers based on thoseexperiences.The book itself is an experience. Solis designed it withMekanism andGapingvoid. Its square-shaped (think coffee table book), full color, and its laidout like an analog mobile app.
SummaryWhat’s the Future of Business is not a question. It‟s an answer.Brian‟s new book continues the journey presented in hislast book, The End ofBusiness as Usual. He answers an important question, if this is the end ofbusiness as usual, then what‟s next and what do we do about it?What’s the Future of Businessexplores the ever-evolving landscape of newconsumerism and introduces the importance of shareable experience design.Brian dissectsthe complex world of consumer behavior and decision-making andintroduces a simplified model for effective engagement at key points in the newdynamic customer journey. He introduces four distinct moments of truth andoutlines how organizations can create and guide desirable experiences in eachstep.What’s the Future also takes readers on an uplifting “hero‟s journey” to help thembring about change from the inside out. The end result demonstrates howexperience design amplifies customer relationships, drives word of mouth, andfosters organic advocacy. The point is that experiences can often trump yourproduct or service.The WTF ExperienceBrian also set out to try something new with the very traditional model of bookpublishing. His goal was to make the book an experience and as such, he took acreative approach to living up to the book‟s tagline, “changing the waybusinesses create experiences.” It‟s designed to be immersive…think of it as ananalog mobile app. The design is striking and also features a neat slider thatguides readers through each chapter.First, the book is printed in four color and is square in shape, similar to that of acoffee table book. It was designed in partnership Mekanism (the team behind thepopular Pepsi/Beyonce ad during Super Bowl 2013. Every chapter also featuresoriginal artworks based on key themes within each by renown artist HughMacLeod (@gapingvoid).
The Four Moments of TruthZero Moment of Truth (ZMOT)—Introduced by Google, it‟s what people searchand find after encountering the stimulus that directs their next steps.First Moment of Truth (FMOT)—Introduced by P&G, it‟s what people thinkwhen they see your product and it‟s the impressions they form when they readthe words describing your product.Second Moment of Truth (SMOT) —It‟s what people feel, think, see, hear,touch, smell, and (sometimes) taste as they experience your product over time.It‟s also how your company supports them in their efforts throughout therelationship.Ultimate Moment of Truth (UMOT)—A stage that Brian introduces that brings tolight the importance of shared experiences and why organizations must firstdesign them rather than just react. It‟s that shared moment at every step of theexperience that becomes the next person‟s Zero Moment of Truth (ZMOT).
The Story of WTFThe volume of emerging technologies can overwhelm the best of us. Yet it‟simpacting business and society alike. In recent years, many top Fortune 500companies have slipped out of contention as their business models failed to keepup in these turbulent times. Survival requires constantly adapting as yourcustomers‟ behavior changes. You need new systems, processes, and intentionsin place to recognize disruption as it happens, assess new opportunities, andquickly test new ideas.Is your company equipped to change with your customers? Is it ready and able tocreate meaningful experiences that keep them hooked? If not, it‟s time torecognize how customers are not only changing but also how they‟re sharingexperiences about you and your competition. This is where real transformationbegins.What’s the Future of Business? is not a question— it‟s an answer. It explainshow experience design helps your business and how you can harness its powerfor business growth. This book introduces a new movement that aligns the tenetsof user experience with innovation and leadership to improve businessperformance, engagement, and relationships for a new generation ofconsumerism. What’s the Future will also inspire you to rethink your businessmodels, approach, and customer and employee relationships in order to createamazing, real-world experiences.You‟ll learn: Why experiences matter to your business Why the future of business will come down to these shared experiences The importance of brand in an era of Digital Darwinism How to marry user and customer experience with business leadership Why today‟s designs (and thinking) are failing How to design experiences around the four Moments of TruthWhat’s the Future of Business? teaches you how to start creating and nurturingincredible and shareable experiences for your customers from the moment yourbrand touches them. Learn how to craft experiences that mean something. Thefuture of your business depends on it.
Praise for WTF“Solis explores the incredible transformation happening in business today, drivenby new social and mobile technologies. In the future, successful businesses willbe „Customer Companies‟—companies that connect with their customers,partners, employees, and products in entirely new ways.”—Marc Benioff, Chairman and CEO, salesforce.com“If anyone understands the multi-screen world we‟re be- coming, it‟s Brian Solis.Your customers and employees expect rich engagement on multiple screens,through dedicated experiences for each, with one integrated brand voice. Readthis book.”—Jesse Redniss, Senior Vice President, Digital, USANetwork/NBCUniversal“Businesses are falling into a mode of management which cultivates siloes and iscausing them to lose market momentum. Businesses must always compete forthe future, and this book shows what to do to stay ahead of your markets andavoid being disrupted by technology to the point that you go out of business.” —Georges-Edouard Dias, Chief Digital Officer, L‟Oreal
“Customers are adopting new technology and new „screens‟ at an increasinglyrapid pace. The challenge for businesses is to create delightful and highly engag-ing experiences that take maximum advantage of those technologies anddevices as they are introduced.”—Julie Bornstein, Senior Vice President, Sephora Digital“Developing a social strategy based on trends might be fashionable, but it‟s notsustainable. The consumer demands more. Brian shows you how to innovate ordie. Pretty easy choice, no?”—AlizaLicht, Senior Vice President, Global Communications, Donna KaranInternational“The music business has been impacted more than any other media industry inthe last decade, and we‟re still in the midst of our transformation. You have torecognize that change is constant, and an ongoing evolution is the only option.This book encapsulates it perfectly: people are looking for meaningfulexperiences, and you can only create them by innovating, experimenting, anddefying expectations.”—Paul Sinclair, Senior Vice President, Digital Media, Atlantic Records
Artwork3-D Cover -http://www.flickr.com/photos/briansolis/8476892403/sizes/l/in/photostream/Book Cover -http://www.flickr.com/photos/briansolis/8511514490/sizes/l/in/photostream/
The Four Moments of Truth -http://www.flickr.com/photos/briansolis/8511533144/sizes/l/in/photostream/The New Hero’s Journey -http://www.flickr.com/photos/briansolis/8511519064/sizes/l/in/set-72157632868668746/
Wheel of Disruption -http://www.flickr.com/photos/briansolis/8511518398/sizes/l/in/set-72157632868668746/The Dynamic Customer Journey - Simplifiedhttp://www.flickr.com/photos/briansolis/8383734379/sizes/l/in/set-72157632868668746/
The Dynamic Customer Journey - Expandedhttp://www.flickr.com/photos/briansolis/8278952242/sizes/l/in/set-72157632868668746/The Cluster Funnel -http://www.flickr.com/photos/briansolis/8510406737/sizes/l/in/set-72157632868668746/
Rapid Innovation Team -http://www.flickr.com/photos/briansolis/8511518928/sizes/l/in/set-72157632868668746/Additional Artwork -http://www.flickr.com/photos/briansolis/sets/72157632868668746/detail/
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