The End of Business As Usual

Foreword x
Katie Couric

Introduction (R)evolution: How Internet Culture Has Created a New 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 the Cultural 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 Digital Lifestyle 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 Information Scarcity 22

Remorse and Social Network Fatigue 23

Poster's Remorse 24

Does Attention Bankruptcy Loom Behind the Thin Veil of Popularity? 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 Human Network 32

Content Was King 33

Context Is King: Defining Our Experiences 35

The Shift in Networking: Nicheworks Bridge Social and Interest Graphs 36

Recognizing the Value of Nicheworks 43

Interest Graphs Are the Constructs of Maturing Information Networks 45

Chapter 6 The Nextwork: Defining Tomorrow's Information Network 48

Do I Know You? Oh Yes, You're Friends with Their Friends Who Are Friends 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 with Audiences 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 Experiences 68

Chapter 8 Convergence: The Intersection of Media and the Human Network 72

The Digital Footprint 73

I Want My Web TV....Be Careful What You Wish For 75

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 Somebodies 91

Influence Is Not Popularity and Popularity Is Not Influence 93

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 See Me 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 Purchases 140

Discounting Prices, but Not Loyalty 141

Virtual Mirrors Reflect the True Persona of the Connected Customer 144

Excuse Me While I Check Out 145

Designing Shareable Experiences 147

Chapter 13 Brands Are No Longer Created, They're Co-Created 151

Branding the Customer Relationship 151

If Ignorance Is Bliss, Awareness Is Awakening 152

In the Human Network, Brands Become the Culmination of Shared Experiences 154

The Awakening Flips the Switch 159

The Poetry of Language and Media 163

Chapter 14 Reinventing the Brand and Sales Cycle for a New Genre 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 Feel What 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 Consumer Touchpoints 180

The Decision-Making Circle 185

Chapter 15 Aspiring to Reach beyond Conformity to Inspire Customers 190

Market Fragmentation Leads to Diversification 192

Behaviorgraphics 197

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

Chapter 16 The Last Mile: The Future of Business Is Defined through 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 the Very 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 Social Responsibility Become Market Differentiators 229

The Zappos Story: The Customer Service Shoe Is Now on the Other Foot 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 of Corporate Social Responsibility 237

Giving Back Is the New...Red 238

One Day without Shoes: A March toward Prosperity and Social Responsibility 239

Empathy Loves Company 241

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

The Adaptive Business Learns through Reflection and Leads through Projection 245

The Dilemma's Innovator 246

Rethinking the Future of Business: Building the Framework 250

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 toward Change Management 269

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

The March toward Change Leads to Relevance: A Blueprint for Change 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 from Adaptive to Predictive 280

Notes 284

Index 295