February 22, 2013
News & Opinion: What's the Future of Business?
According to the book, this will be done by creating better experiences. Solis states:
"Businesses must now proactively invest in the experiences they want customers to have and use new technology to measure the alignment of intended experiences versus shared experiences. In the future, the new customer hierarchy will either work for you or against you. And if customers are going to talk about you, then give them something to talk about. Experiences are the new "relationship.'"
And Solis practices what he speaks. The book itself is an experience: nice layout, unique size, color graphics, and an interesting table of contents feature at the start of each chapter. The book also includes comics by business author/artist Hugh Macleod, who uses brief statements and images to sum up some of Brian's points. It's a great reinforcement to the key points.
As 'experience' becomes something of a buzzword, we cannot deny that they are powerful. Fundamental, even. Good experiences create good memories, and memories are what we talk about with others. It's not hard to see how this theory applies to any business situation, and any human situation. Maybe the long, hard road ahead can be looked at differently - as an opportunity to make better experiences for those around us, and in turn, ourselves.
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.