Welcome to a new era of business in which your brand is defined by those who experience it. Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you re not around? In an always-on world where everyone is connected to information and also one another, customer experience is your brand. And, without defining experiences, brands become victim to whatever people feel and share. In his new book X: The Experience When Business Meets Design bestselling author Brian Solis shares why great products are no longer good enough to win with customers and why creative marketing and delightful customer service too are not enough to succeed. In X, he shares why the future of business is experiential and how to create and cultivate meaningful experiences. This isn’t your ordinary business book. The idea of a book was re-imagined for a digital meets analog world to be a relevant and sensational experience. Its aesthetic was meant to evoke emotion while also giving new perspective and insights to help you win the hearts and minds of your customers. And, the design of this book, along with what fills its pages, was done using the principles shared within. Brian shares more than the importance of experience. You’ll learn how to design a desired, meaningful and uniform experience in every moment of truth in a fun way including: How our own experience gets in the way of designing for people not like us Why empathy and new perspective unlock creativity and innovation The importance of User Experience (UX) in real life and in executive thinking The humanity of Human-Centered Design in all you do The art of Hollywood storytelling from marketing to product design to packaging Apple’s holistic approach to experience architecture The value of different journey and experience mapping approaches The future of business lies in experience architecture and you are the architect. Business, meet design. X
How to Live a More Creative, Productive, and Happy Life
Author: Brian Solis
Category: Business & Economics
Somewhere along the way, we got distracted. As much as we multitask, love our devices and feel like we’re in control, deep down we know that something is off. Shortened attention spans, declines in critical thinking, lack of sleep, self-doubt and decreased creativity are just some of the effects coming to light in an age of digital distraction. It’s time to reclaim our lives. It’s time to take control. Lifescale is a journey of self-discovery and growth. It’s about getting back into balance and remastering our destinies. Author Brian Solis knows first-hand. He struggled with distraction and all of its ill-effects. To get his life back, he developed a set of techniques, exercises, and thought experiments designed to tame the chaos, and positively and productively navigate our day-to-day lives. Instead of falling victim to the never-ending cycle of newsfeeds, Likes, addictive apps, and boredom scrolling (aka the endless scroll), we can learn to manage our time and inspire our own lives in a way that will bring meaning back—without sacrificing the benefits that our devices bring us. In Lifescale, Brian has done the legwork to pull together scientific findings and practical tools into one book. Readers—especially those who are distracted—will connect with the humor, pathos, and inspiration inside. Using this book’s simple but powerful lessons, we can: Identify sources of distraction and turn attention toward creativity and productivity Understand and resist the manipulative techniques that turn us into digital addicts Find meaning and purpose to guide our time in more meaningful ways Visualize future success to successfully dive into deep work and stop procrastinating Break bad habits, establish rituals, and establish routines that help you achieve goals Nurture imagination and learn to express ourselves more artistically Maximize productivity with simple but effective strategies Focus for extended periods and make breaks more restorative Foster a strong sense of purpose in life and identify the steps needed to bring it to life every day Smile more and build self-esteem With the renewed perspective Lifescale offers, we can finally learn to prioritize what matters, and live our digital and physical lives with intention and true happiness.
The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience
Author: Travis Wright
Publisher: John Wiley & Sons
Category: Business & Economics
Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.
Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance. Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competitive differentiation. Building Brand Experiences enables managers and executives to realize this and create tailored, relevant experiences that will appeal to consumers and drive brand performance. Practically structured around The Brand Experience Blueprint, Building Brand Experiences provides a step-by-step guide to the process of building effective brand experiences based on tried-and-tested tools, templates and informed research. Combining expert insight and real-world examples in an anecdotal and digestible way, Building Brand Experiences is the essential guide to crafting relevant experiences that consumers will love, to improve brand engagement and drive results.
From the bestselling authors of The Power of Visual Storytelling comes the highly anticipated follow-up, The Laws of Brand Storytelling―the definitive quick-reading rulebook for how to use the power of storytelling to win over customers’ hearts, minds, and long-term loyalty We have been sharing stories from the beginning of human civilization―for good reason. Stories captivate our attention and build communities by bringing ideas, emotions, and experiences to life in a memorable way. This is proving to be an increasingly potent strategy in the era of the connected digital consumer. With consumers more empowered than ever before, your brand isn’t what you say it is anymore, it is what consumers say it is. As a result, capturing customers’ hearts and minds today requires businesses to prioritize emotional connections with customers, to be in the moment, having authentic conversations, to share relevant, inspiring stories that move and motivate people to take action. How? By following these laws: •The Protagonist Laws: Know Who You Are•The Strategy Laws: Understand Your Goals•The Discovery Laws: Find Your Story•The Story-Making Laws: Craft Your Story•The Channel Laws: Share Your Story•The Laws of Engagement: Engage with Your Communities Packed with inspiring tips, strategies, and stories from two leading marketing innovators, The Laws of Brand Storytelling shows business leaders and marketing professionals the power storytelling has to positively impact and differentiate your business, attract new customers, and inspire new levels of brand advocacy. The authors lay down the law―literally―for readers through a compelling step-by-step process of defining who you are as a brand, setting a clear strategy, sourcing the best stories for your business, and crafting and delivering compelling narratives for maximum effect. Win your customers’ hearts and minds, and you win their business and their loyalty.
Everyone wants their voice to be heard above the noise of other brands. But how do you get your messages to spread far and wide? YOU NEED TO GO VIRAL It s not just down to luck. If you want to make an impact, you need to make your marketing messages magnetic and, in this fascinating book, Brent Coker will show you how. Packed full of practical techniques, expert research and real-life examples, you ll quickly uncover the nine secrets of irresistible marketing that will work whatever the size of your company. Discover the science behind the world s most viral ideas, learn how to create messages that people can t resist sharing and effortlessly build your brand. "
The Untapped Force That Can Be Your Most Powerful Advantage
Author: Roger Dooley
Publisher: McGraw Hill Professional
Category: Business & Economics
In 2016, $4.6 trillion of merchandise was left in abandoned e-commerce shopping carts. Every year, the U.S. economy loses $3 trillion dollars in productivity due to excess bureaucracy. Red tape and over-complicated licenses have contributed to China’s GDP exceeding India’s by $82 trillion over the span of just three decades. If you’re a business leader, these statistics should give you nightmares. According to science-based marketing and business expert Roger Dooley, they illustrate the real and growing threat of “friction,” which he defines as the unnecessary expenditure of time, effort, or money in performing a task. In today's high-speed, customer-empowered world, the levels of swiftness and efficiency of business transactions will determine ultimate success or failure. In this groundbreaking guide, Dooley helps you spot the inevitable points of friction in your organization, and he provides the tools and insight you need to eliminate them. By truly understanding the impact friction can have, you’ll be able to establish positive habits and eliminate negative ones—all with the end result of building a company that’s the envy of your industry. Friction takes you step-by-step through the process of: •Empowering frank conversations•Guiding individual and team behaviors•Getting ahead of friction •Optimizing the customer experience •Building a frictionless corporate culture Combining scientific research with real-life examples of leaders who have conquered business friction, Dooley teaches you how to identify roadblocks, alter them for the benefit of both business and customer, and create positive, lasting change. If you’re in a leadership position, now is the time to declare war on friction—before your competitors do. Stamp out ridiculous rules, pointless procedures, and meaningless meetings. Become a relentless advocate for the customer and for minimizing customer effort. Lubricate every point of friction and make your company run like a well-oiled machine. Friction provides the know-how you need to lead your company to industry dominance.
The essential interaction design guide, fully revised andupdated for the mobile age About Face: The Essentials of Interaction Design, FourthEdition is the latest update to the book that shaped andevolved the landscape of interaction design. This comprehensiveguide takes the worldwide shift to smartphones and tablets intoaccount. New information includes discussions on mobile apps,touch interfaces, screen size considerations, and more. Thenew full-color interior and unique layout better illustrate moderndesign concepts. The interaction design profession is blooming with the successof design-intensive companies, priming customers to expect "design"as a critical ingredient of marketplace success. Consumers havelittle tolerance for websites, apps, and devices that don't live upto their expectations, and the responding shift in businessphilosophy has become widespread. About Face isthe book that brought interaction design out of the research labsand into the everyday lexicon, and the updated FourthEdition continues to lead the way with ideas and methodsrelevant to today's design practitioners anddevelopers. Updated information includes: Contemporary interface, interaction, and product designmethods Design for mobile platforms and consumer electronics State-of-the-art interface recommendations and up-to-dateexamples Updated Goal-Directed Design methodology Designers and developers looking to remain relevant through thecurrent shift in consumer technology habits will find AboutFace to be a comprehensive, essential resource.
Discovery Design is a handbook for healthcare innovators. Leveraging the best thinking from the worlds of design thinking, risk management, healthcare improvement, and business strategy, Discovery Design will walk you through eight actionable steps for developing meaningful solutions that create impact and value in patient care.