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Customer Experience, Customer Journey, Digital Culture, Digital Marketing

@BrianSolis on The Future of Business, Generation C, and Napkins

A few weeks ago, I sat down for a chat with Brian Solis (@briansolis) from the Altimeter group. We had a great time discussing a number of topics that are close to both our hearts, several from his smart and enlightening book, ‘What’s The Future of Business?’.

You can watch the entire 30 minute video here.
 
WTFbookyesIf you haven’t read it yet, I suggest you get hold of a copy and see if you have the same experience with it as I did. And experience is exactly the word to describe it because Brian deliberately wrote it and designed it that way, even changing his methods of writing to adjust to the sound-bite mode of preference in which we consume media today.

“I love writing, but now suddenly everything had to be a tweet version. Maybe a paragraph and then an image before you continue with a longer post, but I didn’t dumb it down,” Brian explains.

It is Brian’s view that the addressable audience is not specific to a demographic based on age per se, and whilst Millennials are the fastest growing segment of consumers – with a spending power of £1.5 Trillion by year 2015 – it is the way Millennial habits are being adopted by older generations that is driving consumption, purchase and interaction trends today. He terms this newly created and ageless demographic ‘Generation C’ — or the “Connected Generation.”

In the full interview, available here, Brian and I discuss the following topics:

  • Customer experience is becoming more important than the product itself.
  • Disruptive technologies and customer behavior are changing how we do business.
  • ‘Generation C’ – not an age but how customers behave and become digitally connected.
  • Digital culture, experience and journey.
  • The importance of empathy combined with understanding the customer.
  • Design by napkin…

Yes, napkin. Funnily enough, we discussed the fact that napkins are still a popular design medium of choice in Silicon Valley. Take a look at this extra outtake to find out more and if you haven’t had chance to see the full 30 minute interview between myself and Brian Solis, it is available on demand for you to enjoy at your leisure.

I have to admit my brain hurt a bit afterwards! Hoping to sit down with Brian again soon.

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