The End of Business As Usual: Rewire the Way You Work to Succeed in the Consumer Revolution

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TODAY'S BIGGEST TRENDS—the mobile web, social media,gamification, real-time—have forced us to rewire the way wethink about and run our businesses. Consumers are creating a newdigital culture, shifting business landscapes onetweet at a time.New networks have created an ever- expanding "egosystem," in whicheveryday people believe their lives deserve 24-hour broadcasts. Butnow, we need to decipher the significance of this behavior andunderstand where the social and mobile web are headed. At the heartof all of this, ...

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The End of Business As Usual: Rewire the Way You Work to Succeed in the Consumer Revolution

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TODAY'S BIGGEST TRENDS—the mobile web, social media,gamification, real-time—have forced us to rewire the way wethink about and run our businesses. Consumers are creating a newdigital culture, shifting business landscapes onetweet at a time.New networks have created an ever- expanding "egosystem," in whicheveryday people believe their lives deserve 24-hour broadcasts. Butnow, we need to decipher the significance of this behavior andunderstand where the social and mobile web are headed. At the heartof all of this, a new breed of consumer is emerging—andthey're changing the very foundation of business.

The End of Business As Usual explores each layerof thiscomplex consumer revolution that is changingthe future of business,media, and culture. As consumers connect with one another, a vastand efficient information network takes shape and begins to steerexperiences, decisions, and markets. It is nothing short ofdisruptive.

The End of Business As Usual will change the way you viewthe world of business, from sales and marketing to customer serviceand product development to leadership and culture. Its criticalinsights include:Shared experiences are redefining brands indigitalconsumer landscapes, and astute brands can now also create andsteer these experiencesConsumer influence is growing, andbusinesses can use this to their advantageConnect with a risingaudience (and with audiences of audiences) through new touchpointsbetween consumers, brands, and new influencersCreate a culture ofchange to earn trust, influence, and significance among connectedcustomers

Rather than disregard these new consumer behaviors,learn fromthem in order to drive engagement with your stakeholders. Raise thesignificance of your business and your brand by implementing newways to connect, learn, and adapt. While other businesses will fallto digital Darwinism, your business will evolve and thrive. This isthe end of business as usual and the beginning of a new era ofrelevance.

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Product Details

  • ISBN-13: 9781118077559
  • Publisher: Wiley
  • Publication date: 10/18/2011
  • Edition number: 1
  • Pages: 320
  • Sales rank: 706,079
  • Product dimensions: 6.10 (w) x 9.10 (h) x 1.20 (d)

Meet the Author

BRIAN SOLIS is globally recognized as one ofthe most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on business and culture. He is Principal of Altimeter Group, a leading research-based advisory firm in Silicon Valley. He has led strategy development and change management initiatives for Fortune 500 companies and emerging businesses all over the world. His blog,, is among the world's leading business strategy and marketing resources.

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Table of Contents

Foreword Katie Couric x

Introduction (R)evolution: How Internet Culture Has Created aNew Era of Social Consumerism xiii

This Is None of Your Business, So Make It Your Business xiv

Chapter 1 A Quiet Riot: The Information Divide and theCultural Revolution 1

The Human Genome Meets Digital DNA 4

Don’t Blame It on the Youth 5

Ch-Ch-Changes 6

Chapter 2 Youthquake: Millennials Shake Up the DigitalLifestyle 8

Boom 10

Digital Darwinism: Controlling Your Way to Obsolescence 12

Chapter 3 The Medium Is No Longer the Message 15

Social Networks as Your Personal Operating System (OS) 17

Don’t Google Me, Facebook Me 19

Twitter Me This . . . The Facebook Generation 19

Chapter 4 The Attention Deficit Crises and InformationScarcity 22

Remorse and Social Network Fatigue 23

Poster's Remorse 24

Does Attention Bankruptcy Loom Behind the Thin Veil ofPopularity? 25

If You Can’t Tweet ’Em, Join Them 27

The Progress of Progress 29

Chapter 5 The Evolution of the Network Economy and the HumanNetwork 32

Content Was King 33

Context Is King: Defining Our Experiences 35

The Shift in Networking: Nicheworks Bridge Social and InterestGraphs 36 Recognizing the Value of Nicheworks 43

Interest Graphs Are the Constructs of Maturing InformationNetworks 45

Chapter 6 The Nextwork: Defining Tomorrow's InformationNetwork 48

Do I Know You? Oh Yes, You're Friends with Their Friends Who AreFriends with Those Who Are Friends of Mine 50

It’s a Smaller World, after All 51

Information at the Speed of Tweets 53

Chapter 7 Your Audience Is Now an Audience of Audiences withAudiences 56

Short Attention Span Theater 57

An Audience with an Audience of Audiences 60

The People Formerly Known as the Audience 61

The Psychology of the Audiences with Audiences 62

Zuckerberg’s Law 63

Interest Graph Theory 64

On-Demand Networking: Investing in Narrow and Wide Experiences68

Chapter 8 Convergence: The Intersection of Media and theHuman Network 72

The Digital Footprint 73

I Want My Web TV. . . . Be Careful What You Wish For75

Channeling a Connected Audience 77

The Living Room Is Alive and Clicking 78

New Consumerism: From Clicks to Cliques 79

An Audience of Information Ambassadors 81

Chapter 9 Measures of Digital Influence and Social Capital:From Nobody to Somebody 83

The Human Algorithm 84

Digital Influence Creates a New Media World Order 84

Defining Influence 85

Seeking Relevance: The Social Consumer Hierarchy 86

The Social Stock Market 87

The Square Root of Influence Is Social Capital 88

The New Era of Endorsements: When Nobodies Become Somebodies91

Influence Is Not Popularity and Popularity Is Not Influence93

The Tools of the Trade 95

Influencing the Influencer 98

Chapter 10 The Dawn of Connected Consumerism 100

You Are Now Entering the Trust Zone 101

A Day in the Life of the Connected Consumer 103

Checking In to the New Reality of Geolocation 106

Steering Action through Incentives 111

When Purchases Become Social Objects 112

It’s Not How You See Me, It’s How I Want You to SeeMe 113

Chapter 11 The Rise of Collective Commerce 117

On the Web, One Is a Lonely Number: Socializing Commerce 118

The Fifth C of Community = Social Commerce 121

Buy with Friends! The Savings of the Crowds 123

Build It and They (Won’t) Come 126

The Laws of Attraction and Affinity 127

ABC: Always Be Closing 132

Chapter 12 Creating Magical Experiences 136

m-Commerce: The Smartphone Makes Shoppers Smarter 137

Reality Bytes 139

Price Comparison Apps Lead to Purchases or Competitive Purchases140

Discounting Prices, but Not Loyalty 141

Virtual Mirrors Reflect the True Persona of the ConnectedCustomer 144

Excuse Me While I Check Out 145

Designing Shareable Experiences 147

Chapter 13 Brands Are No Longer Created, They're Co-Created151

Branding the Customer Relationship 151

If Ignorance Is Bliss, Awareness Is Awakening 152

In the Human Network, Brands Become the Culmination of SharedExperiences 154

The Awakening Flips the Switch 159

The Poetry of Language and Media 163

Chapter 14 Reinventing the Brand and Sales Cycle for a NewGenre of Connected Commerce 169

Plug into the Grid of Decision Making 170

Once More, This Time with Feeling 171

I’m Not Just Listening to You, I Hear You; I See and FeelWhat You’re Saying 172

Bring the Essence of Brand to Life 173

Brand Essence Exercise 174

A Model for Emotive Engagement 175

Funneling Through Time 177

The Collapse of the Funnel and Emergence of New ConsumerTouchpoints 180

The Decision-Making Circle 185

Chapter 15 Aspiring to Reach beyond Conformity to InspireCustomers 190

Market Fragmentation Leads to Diversification 192

Behaviorgraphics 197

The Interest Graph Is Alive: A Study of Starbucks's TopFollowers 201

Chapter 16 The Last Mile: The Future of Business Is Definedthrough Shared Experiences 212

The Apple of My Eye: Designing Magical (and Shareable)Experiences 213

The Laws of Engagement 216

Like a Virgin: Treating Customers Like They Were Touched for theVery First Time 219

Distribution of Engagement Resources and Strategies 224

A Market in Transition Begets a Business in Motion 227

Chapter 17 The Culture Code: When Culture and SocialResponsibility Become Market Differentiators 229

The Zappos Story: The Customer Service Shoe Is Now on the OtherFoot 231

Zappos: Putting the Customer in Customer Service 232

Zappos: The Culture of Customer Advocacy 233

Zappos: Delivering Happiness 233

The New CEO: Chief Experience Officer 235

In Good Company: Philanthropic Capitalism and the New Era ofCorporate Social Responsibility 237

Giving Back Is the New . . . Red 238

One Day without Shoes: A March toward Prosperity and SocialResponsibility 239

Empathy Loves Company 241

Chapter 18 Adaptive Business Models: Uniting Customers andEmployees to Build the Business of Tomorrow, Today 244

The Adaptive Business Learns through Reflection and Leadsthrough Projection 245

The Dilemma’s Innovator 246

Rethinking the Future of Business: Building the Framework250

From Bottom Up to Top Down and Outside In to Inside Out 255

Dell's Bells 257

The Dellwether of Customer Sentiment 258

The Future of Business Is Up to You 265

Chapter 19 Change Is in the Air: The Inevitable March towardChange Management 269

The Future of Business Starts with Change and Ends with ChangeManagement 270

The March toward Change Leads to Relevance: A Blueprint forChange 271

Phase 1: Setting the Stage 272

Phase 2: Managing Change 273

Phase 3: Reinforcing Change 274

Connecting Value Propositions to Personal Values 274

This Is Your Time 278

Chapter 20 What's Next? The Evolution of Business fromAdaptive to Predictive 280

Notes 284

Index 295

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Customer Reviews

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  • Posted October 8, 2012

    Bucking The Trend

    The problem with most books attempting to document current business trends is that by the time they're marketed and then released and further marketed to us--the content feels a bit dated. Thankfully, such is not the case with Brian Solis' THE END OF BUSINESS AS USUAL, every page of which feels as if it's accurately taking the pulse of modern America. Recommended reading to those, not only within the Silicon Valley rat race, but on the periphery as well. Which is precisely what is so fascinating about Solis' portrayal of the current economic landscape--that social media is an inclusive rather than exclusive movement. The trick is navigating that rough terrain. The solution? This book.

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  • Posted August 14, 2012

    Due to lack of "free time", I tend to take at least tw

    Due to lack of "free time", I tend to take at least two weeks to read a book; this was an exception. I couldn't put it down and flew through it in a matter of days. It is an incredibly compelling book which simplifies what are otherwise complex theories for many. Brian's passion shows through in all of his books and blog posts, and this book was no different. If you work in any marketing capacity or run a business, this is a MUST read. Learn from the many charts, infographics and well presented theories then use all you have learned to create a social business plan for your business. Enjoy it!

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  • Posted August 11, 2012

    A very forward thinking peice of literature with practical appli

    A very forward thinking peice of literature with practical application. From those in college learning about communications to those in the C-suite, this book is very insightful. I found myself having ahha moments and relating many things to my own activities. As someone just entering the PR field, The End of Business As Usual helped me to do the best I can with Social Media today as well as to better shape my own idea of where I am going with my career. It's full of infographics and examples that help in breaking down information to be easily understood and applied. For anyone who has read Brian Solis' other books, you won't be disappointed. While these ideas are nothing new, Brian has a way of bringing a fresh perspective.

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  • Posted August 7, 2012

    Every business owner needs to read this book, whether you are us

    Every business owner needs to read this book, whether you are using social media or not. If you truly want to know where the consumer market is going and how your brand can survive in this space, this book will more than inform you on those trends. It will provide you with a deeper understanding about consumer behaviors, and how your brand can strategically soar into the digital revolution with confidence. Brian is a master wordsmith, and this book is filled with "ah ha" moments that will inspire and motivate you to think differently. As a social media professional who is in the "trenches" of social media on a daily basis, this book equips me with the language to explain and justify what I inherently know and see everyday. If there is one book you are looking to add to your business or social media library, this book should be top of your list.

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