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Brian Solis – The Future of Business

In your latest book, you are championing a new movement that aligns user experience with innovation and leadership. How does providing experiences create real business value?

If you ask Apple what business they are in, they will tell you they are in the experience business. If you ask Colgate what business they are in they will tell you they are in the confidence business. If you ask Virgin what business they are in, they will tell you they are in the high roller jet set business.

It’s a matter of giving your customer something to align with, not something to transact with. You look at one of the brilliant aspects of the Apple Store and now the Tesla Store, it is not about products, right? It is about experience. The experience is sort of embodied in the product, but it is also embodied in interactions with the company. It’s a holistic thing. That is the value of experience.

You will pay a premium for an experience. Some studies show as high as 15% more for a similar product if you believe you are going to get a better experience with it. So the value becomes something bigger than just the widget. That changes the entire model for business

You will pay a premium for an experience. Some studies show as high as 15% more for a similar product if you believe you are going to get a better experience with it. So the value becomes something bigger than just the widget. That changes the entire model for business—how you support and interact with customers, how you attract and keep them. And that to me is something a little bit more substantive, meaningful over time.

Think about the future of brands as a collective of shared experiences— there is this disconnect between what you think your brand is and the experience of your brand that people are sharing with one another. So your first step is to figure out how do you close that gap. Second is how do you meet it so you’re not reacting to it—essentially creating value through experience where UX [user-experience] almost becomes like a philosophy or a way of life, a way of business, not just a series of designs for products or screens.

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Brian Solis – Futurist, Sociologist, Digital Strategist

Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, sociologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media.

His new book, What’s the Future of Business(WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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