Media Portfolio What’s the Future of Business by Brian Solis

Table of Contents

Brief Overview Page 2

Summary Page 3

The WTF Experience Page 3

The Four Moments of Truth Page 4

The Story of WTF Page 5

Praise Pages 6-7

Artwork Pages 8-12

Brief Overview of WTF

The book is called What's the Future of Business: Changing the way businesses create experiences. It's an intentional title that nets down to WTF - www.wtfbusiness.com

The book explores in a fun, visual and insight way how connected consumerism breaks down into Four Moments of Truth, the role of technology in decision-making, and how businesses need to create experiences that mean something in each stage and also spark engagement between consumers based on those experiences.

The book itself is an experience. Solis designed it with Mekanism and Gapingvoid. It's square-shaped (think coffee table book), full color, and it's laid out like an analog mobile app.

Summary

What’s the Future of Business is not a question. It’s an answer.

Brian’s new book continues the journey presented in his last book, The End of Business as Usual. He answers an important question, if this is the end of business as usual, then what’s next and what do we do about it?

What’s the Future of Business explores the ever-evolving landscape of new consumerism and introduces the importance of shareable experience design. Brian dissects the complex world of consumer behavior and decision-making and introduces a simplified model for effective engagement at key points in the new dynamic customer journey. He introduces four distinct moments of truth and outlines how organizations can create and guide desirable experiences in each step.

What’s the Future also takes readers on an uplifting “hero’s journey” to help them bring about change from the inside out. The end result demonstrates how experience design amplifies customer relationships, drives word of mouth, and fosters organic advocacy. The point is that experiences can often trump your product or service.

The WTF Experience

Brian also set out to try something new with the very traditional model of book publishing. His goal was to make the book an experience and as such, he took a creative approach to living up to the book’s tagline, “changing the way businesses create experiences.” It’s designed to be immersive…think of it as an analog mobile app. The design is striking and also features a neat slider that guides readers through each chapter.

First, the book is printed in four color and is square in shape, similar to that of a coffee table book. It was designed in partnership Mekanism (the team behind the popular Pepsi/Beyonce ad during Super Bowl 2013. Every chapter also features original artworks based on key themes within each by renown artist Hugh MacLeod (@gapingvoid).

The Four Moments of Truth

Zero Moment of Truth (ZMOT)—Introduced by Google, it’s what people search and find after encountering the stimulus that directs their next steps.

First Moment of Truth (FMOT)—Introduced by P&G, it’s what people think when they see your product and it’s the impressions they form when they read the 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 the relationship.

Ultimate Moment of Truth (UMOT)—A stage that Brian introduces that brings to light the importance of shared experiences and why organizations must first design them rather than just react. It’s that shared moment at every step of the experience that becomes the next person’s Zero Moment of Truth (ZMOT).

The Story of WTF

The volume of emerging technologiescan overwhelm the best of us. Yet it’s impacting business and society alike. In recent years, many top Fortune 500 companies have slipped out of contention as their business models failed to keep up in these turbulent times. Survival requires constantly adapting as your customers’ behavior changes. You need new systems, processes, and intentions in place to recognize disruption as it happens, assess new opportunities, and quickly test new ideas.

Is your company equipped to change with your customers? Is it ready and able to create meaningful experiences that keep them hooked? If not, it’s time to recognize how customers are not only changing but also how they’re sharing experiences about you and your competition. This is where real transformation begins.

What’s the Future of Business? is not a question— it’s an answer. It explains how experience design helps your business and how you can harness its power for business growth. This book introduces a new movement that aligns the tenets of user experience with innovation and leadership to improve business performance, engagement, and relationships for a new generation of consumerism. What’s the Future will also inspire you to rethink your business models, approach, and customer and employee relationships in order to create amazing, 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 Truth

What’s the Future of Business? teaches you how to start creating and nurturing incredible and shareable experiences for your customers from the moment your brand touches them. Learn how to craft experiences that mean something. The future of your business depends on it.

Praise for WTF

“Solis explores the incredible transformation happening in business today, driven by new social and mobile technologies. In the future, successful businesses will be ‘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. Read this book.” —Jesse Redniss, Senior Vice President, Digital, USANetwork/NBCUniversal

“Businesses are falling into a mode of management which cultivates siloes and is causing them to lose market momentum. Businesses must always compete for the future, and this book shows what to do to stay ahead of your markets and avoid 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 increasingly rapid pace. The challenge for businesses is to create delightful and highly engag- ing experiences that take maximum advantage of those technologies and devices as they are introduced.” —Julie Bornstein, Senior Vice President, Sephora Digital

“Developing a social strategy based on trends might be fashionable, but it’s not sustainable. The consumer demands more. Brian shows you how to innovate or die. Pretty easy choice, no?” —Aliza Licht, Senior Vice President, Global Communications, Donna Karan International

“The music business has been impacted more than any other media industry in the last decade, and we’re still in the midst of our transformation. You have to recognize that change is constant, and an ongoing evolution is the only option. This book encapsulates it perfectly: people are looking for meaningful experiences, and you can only create them by innovating, experimenting, and defying expectations.” —Paul Sinclair, Senior Vice President, Digital Media, Atlantic Records

Artwork

3-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/