{"id":4820,"date":"2013-04-06T15:38:05","date_gmt":"2013-04-06T15:38:05","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=4820"},"modified":"2013-04-06T15:38:05","modified_gmt":"2013-04-06T15:38:05","slug":"qa-why-the-future-of-business-is-shared-experiences","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2013\/04\/qa-why-the-future-of-business-is-shared-experiences\/","title":{"rendered":"Q&A: Why the Future of Business is Shared Experiences"},"content":{"rendered":"

\"\"Jeff Ashcroft (@JeffAshcroft) along with @TheSocialCMO host the popular #MMchat<\/a> (Marketer Monday) every week at 8 p.m. eastern on Twitter. It\u2019s a rapid fire exchange not only between the organizer and the guest but also everyone following along #MMchat. It certainly makes for exciting dialog in real-time and also later when the full transcript is published. I recently joined them to discuss the future of business and why now is the time to become the hero in your hero\u2019s journey. I\u2019ve recreated our exchange (each in 140 characters or less) for you here\u2026<\/p>\n

Question 1:<\/strong> Why are experiences more important today than ever before?<\/p>\n

A1:<\/strong> .@TheSocialCMO Thank you so much for having me on again. This is always one of the most invigorating conversations I can be part of.<\/p>\n

A2:<\/strong> Experiences are something we feel and we share what we feel. We share what moves us<\/p>\n

\"\"
\nsource<\/a><\/p>\n

A3:<\/strong> When people ask questions for advice or direction, shared experiences are the result. In social, they\u2019re more important than ever<\/p>\n

A4:<\/strong> Customers are sharing experiences about your business now. Why leave them to chance. Define them at every step!<\/p>\n

Question 2:<\/strong> In the book<\/a> you say experiences are even more important than products! Bold statement can you share your reasoning on this?<\/p>\n

A1:<\/strong> Experiences are more important than products. Products are manifestations of the experience you want people to have+share<\/p>\n

A2:<\/strong> Products are just part of the experience ecosystem. You have to first define the experience you want people to have<\/p>\n

A3:<\/strong> Products play a role in the manifestation of the experience they will have and share. You must define the moments of truth<\/p>\n

Questions 3:<\/strong> Seems like everyone is talking about disruption. You\u2019re saying disruption is more than just social media, can you elaborate?<\/p>\n

A1:<\/strong> Disruption is something that occurs naturally. It\u2019s \u201ccreative destruction\u201d if you will. But it\u2019s accelerating beyond social<\/p>\n

A2:<\/strong> Social is just one part of disruption. I call it \u201cThe Wheel of Disruption\u201d and it includes big data, mobile, real-time, etc.\"\"<\/a>
\nA3:<\/strong> I suggest that change agents look at the experiential aspects + new touchpoints in the 4 moments of truth. That\u2019s disruption<\/p>\n

Question 4:<\/strong> Need for more emphasis on experience is clear in the book. How is user experience now starting to influence business decisions?<\/p>\n

A1:<\/strong> Shared experiences form an influence loop that is connected to each moment of truth. It\u2019s what people find that guides them<\/p>\n

A2:<\/strong> It takes more than google now. people are talking and connecting. experiences are shared in tweets, posts, videos + reviews<\/p>\n

A3:<\/strong> You\u2019ve optimized search, your website, your mobile app, but you haven\u2019t optimized for shared experiences<\/p>\n

A4:<\/strong> Shared experiences affect customer impressions and next steps in each moment of truth. Shift from impressions 2 expressions<\/em><\/p>\n

Question 5:<\/strong> In WTF?<\/a> There seems to be underlying story recounting the hero\u2019s journey. Can you share your thoughts with us on this journey?<\/p>\n

A1:<\/strong> A VERY GOOD QUESTION!<\/p>\n

A2:<\/strong> Joseph Campbell\u2019s Hero with a 1000 Faces has influenced so many, including Hollywood\u2026Star Wars, The Matrix.<\/p>\n

A3:<\/strong> The Hero\u2019s Journey explores mythical journeys such as those of jesus and buddha and the common experiences they shared<\/p>\n

A4:<\/strong> I revisit the Hero\u2019s Journey from the standpoint of your customer. What is their journey? What is their experience?<\/p>\n

A5:<\/strong> Your customer is your hero\u2026you define their journey<\/p>\n

A6:<\/strong> In the end however, as the reader, you are also becoming the change agent. Therefore you are also \u201cthe hero\u201d\"\"<\/a>
\nA7:<\/strong> I re-imagined the Hero\u2019s Journey for you to outline where you\u2019ll meet challenges and how to break through them<\/p>\n

Question 6:<\/strong> Brian, love design of the book. I understand in this case it wasn\u2019t your typical publisher process, how was it different?<\/p>\n

A1:<\/strong> Number 6 is great too!<\/p>\n

A2:<\/strong> 2 show the importance of experiences, you have to create an experience. Whats the Future of Business is an experiential book<\/p>\n

A3:<\/strong> The publisher gave turned over creative control. I worked with Mekanism<\/a> and @gapingvoid<\/a> to create a true \u201csocial object\u201d<\/p>\n

A4:<\/strong> The book is square, think coffee table format, 4 color, full of visuals, and its designed to be an analog (mobile) app!<\/p>\n

\"\"
\nSource: Jeremiah Owyang<\/a><\/p>\n

A5:<\/strong> @gapingvoid provided an original piece of artwork for each chapter based on what he took away after reading it.<\/p>\n

\"\"<\/a><\/p>\n

A6:<\/strong> What\u2019s the Future of Business is as helpful and inspiring as it is beautiful\u2026 #promise<\/p>\n

A7:<\/strong> Remember, this is your time\u2026 #AdaptorDie<\/p>\n

A8:<\/strong> The future is yours to define\u2026 #InnovateorDie<\/p>\n

\"\"<\/a><\/p>\n

A9:<\/strong> Thank you everyone. You always get my mind racing with possibilities!<\/p>\n

FIN:<\/strong> Thanks for joining us! Your participation & feedback was GREAT! An extra SPECIAL thanks to @BrianSolis for joining us! #MMchat<\/p>\n

The full transcript including all responses, questions, and answers is here<\/a>.<\/p>\n

Brian Solis<\/p>\n

\"\"<\/a><\/p>\n

WTF is now available<\/a>!<\/p>\n

Connect with me: Twitter<\/a> | LinkedIn<\/a> | Facebook<\/a> | Google+<\/a> |Youtube<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Jeff Ashcroft (@JeffAshcroft) along with @TheSocialCMO host the popular #MMchat (Marketer Monday) every week at 8 p.m. eastern on Twitter. It\u2019s a rapid fire exchange not only between the organizer and the guest but also everyone following along #MMchat. It certainly makes for exciting dialog in real-time and also later when the full transcript is … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,964],"tags":[],"class_list":["post-4820","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-briansolis"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4820","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=4820"}],"version-history":[{"count":4,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4820\/revisions"}],"predecessor-version":[{"id":4824,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4820\/revisions\/4824"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=4820"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=4820"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=4820"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}