Dear Feedburner Readers, we'll soon be shutting down our feedburner plugin. If you'd still like to receive news from Brian Solis, please scroll to the bottom of www.briansolis.com and subscribe to the newsletter.
How we measure future success is based on yesterday’s understanding of what success meant.
It was a different time.
The experiences that many deliver today are based on standards of the past and what was acceptable to a preceding generation of customers. People have changed and continue to do so.
We simply can’t imagine new possibilities if we can’t see, feel, hear, sense, people as they advance. Otherwise, our ideas, no matter how creative, brilliant, bold, will always be rooted in our interpretation of a world that once was…
The only way to design the experiences of the future, that matter to people as they evolve, is to let go of your assumptions,
Jeff Ashcroft is a dear friend of mine. He’s the host of the popular #MMChat on Twitter every week where he hosts some of the most progressive conversational streams on business modernization and innovation.Recently, he invited me to share my the story behind my latest research, “The Digital Change Agent’s Manifesto: How the People Behind Digital Transformation Lead Change From Within.” In a flurry of 140-280 character questions and answers, I set out to help “change agents” understand not only are they not alone but they’re also the champions of tomorrow’s leadership. You can follow the conversation as a Twitter Moment complete with imagery and GIFs and commentary from all participants. I’ve also included the direct Q&A below. I hope this helps you… Q1: You’ve been a leading voice in digital transformation and corporate innovation for years now. What have you learned in your experience to date?
Top 10 Retail Banking Trends and Predictions for 2018
Top Strategic Retail Banking Priorities for 2018Customer experience is driving digital transformation. But, retail banking isn’t alone in this. All customer experiences in every industry need an upgrade and modernization to compete for “Generation-C.”
“All banks must prioritize UX, design thinking and experience architecture to compete for the future right now. This is aContinue reading "Future digital banking trends that apply to almost any consumer-facing business"
Solis: The biggest challenge is not in the understanding or expertise associated with new technology. We can learn that. The biggest problem is our inability to recognise that the experience we have today is not the experience we need going forward. We have to swallow our pride and recognise that, in order to compete for the future, we’ve got to become a student again. That’s the place I consistently see where no one wants to start. It’s Tolstoy’s quote about how we all talk of change but none of us talk about changing ourselves. An easier way to answer your question is that you start by understanding the digital customer experience. What does it look like? What are the touch points? What are the screens that
The Technology of UsI’ve been in the technology business for a long time and what I can tell you is this: Technology enables us to invent new products and services at rates that humans never before experienced. Whatever the next big thing is in tech doesn’t matter as much as the fact that anyone today has the power to disrupt entire industries with a single, smart idea. In fact, resilient companies, whether they’re startups or they merely acting like one, will intentionally break their business models in anticipation of what customers want and need. Look at the “sharing economy” — companies like Uber, Airbnb, TaskRabbit and other services that allow people to rent or share their cars, homes or skills has taken off because technology empowered a few upstarts to take on the taxicab and hotel industries. In fact, mobile, social and geo-location technology have made using, renting or borrowing these products and services as easy as the Internet once made buying them. Yet it’s more than just an idea driving all that — evolving consumer values and aspirations have as much to do with this phenomenon as technology. So what does the rise of the sharing economy say about businesses today? That there is a massive disconnect between what consumers want and what companies are delivering. That anyone with vision and empathy can upend entire industries. That’s one reason why I believe we’re on the cusp of a new wave of rapid creative destruction in business unlike anything we’ve seen before — a form of Digital Darwinism not unlike the forces that have shaped human evolution. The companies that emerge from this tumult won’t be the “living organisms” that businesses have been called — ones that simply learn, adapt and eventually die. Instead of fiercely protecting their business models, they will tear them down and build new ones. This is creative destruction as an intentional strategy, rather than creative destruction as it has long been defined — as an economic threat. To succeed means thinking about customers differently, as groups of connected people and not simply demographics. It requires a level of leadership that can see something others don’t or find inspiration in what others feel or hope to feel. These traits — not the technology itself — are what will define the most resilient companies in the years to come.
When you consider all the Business-To-Consumer (B2C) companies in the U.S., what percentage of them are practicing what you are preaching — creating experiences as you describe in your book WTF? Solis:
Most businesses are merely reacting to the rapid evolution of technology rather than trying to create engaged customer experiences throughout the life-cycle. In a world where screens and real-life moments define the impressions and resulting actions of customers, businesses need to rethink their approach. Smartphones, laptops, tablets, smart watches, Google Glass et al., it’s not slowing down. Technology and innovation is only accelerating. This isn’t a time to react.