Book Review: What’s the Future of Business by Brian Solis
Published by Wiley on March 11th 2013
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On Saturday I heard Justin Briggs explain how to set up WordPress for SEO.
During his presentation I was getting more and more agitated. I was convinced he was wrong and that his techniques won’t work.
I was right and I was wrong. Yes, his check list of things to do will get your site a certain level of visibility. Applying Justin’s tactics along with the tactics in What’s the Future of Business: Changing the Way Businesses Create Experiences by Brian Solis will get you even more visibility. Justin’s presentation leaves out the people aspect of SEO: write posts people want to read.
In this book, Brian changes things up from his previous publications. I love it. The most obvious change is the coffee table book style. It’s a hard-cover, 12″ x 12″, and full of bright colors and scream-out quotes. I was stopping all the way through to take photos of the quotes. Yes, the featured image is one of those.
Aesthetics aside, Brian’s focus in this book is on how to create amazing customer experiences. He introduces the concept of Generation C (the generation of customers), and What’s the Future of Business takes you through the Moments of Truth needed to turn a fan into a customer and get them to buy again. Differently than other business books, Brian quotes a Google publication that the first moment of truth is actually as early as when the customer first identified a problem to be solved.
He includes lots of models and case studies and research that’s useful and engaging. If professors can move passed the need to select expensive heavy tomes, this would make a very effective text book. Weirdly enough, I finished reading and couldn’t recall any case studies at all. I don’t think it’s a fault of the writing; there’s just so much packed in and I read it over a few weeks.
So, yes, [WTF] is very different than his outline of social media tools in Engage!, and all the better for it. If you’re in business but don’t have a marketing theory background, this will help. Even if you do, grab this, you’ll LOVE the models. I know I did.