Earlier March I read about the announcement launch of the revised and completely updated How Cool Brands Stay Hot. The authors were eager to give away free copies of their new book to thank their loyal blog readers for support and interest and - of course - to generate some publicitiy. Which I agreed upon by posting a review on Amazon, Goodreads, LinkedIn, my own blog, scoop.it andother media platforms.
Since the release of the first edition of the book, the authors Joeri van den Berhg and Mattias Behrer have been positively surprised by the amount of appreciation and interest they experienced from journalists (also bloggers), conference organizers and marketing and advertising practitioners from all around the world.
It seems that the timing of publishing a book on the subject of branding and marketing to the new generation of consumers was plain right. Their book is a valuable tool to help any one understand the attitude and habits of Generation Y. The book is about understanding the spirit of that generation. And how these aspects translate in their relation to brands. It provides practical insights for building brands that aim to remain relevant for the forth coming years.
Looking back, the first edition of the book was published in 2011. Many marketing, design or communication professionals had to admit that they were not ready to create business with a new generation. As stated in the foreword: "Old structures are crumbling, but newer-structures are not clearly visible yet".
Some of the insights of the book:
GEN Yers are children of the cyber revolution. And people resemble their times more than they resemble their parents. DIY is on its way back to the mainstream. Design be better part of your DNA. Other ways of collaboration and association. It is not about technology, stupid. It is aboyt collective peer wisdom and social connections.
And most important, this generation will - on a global level - make or break your market success.
My score 4 from 5
What a lot of data and brilliant insights the authors share. One might discuss whether all is that relevant in 2013 but overall it delivers the insights of experts.
For design, marketing and communication professionals Generation Y will be much more difficult to reach than the more tradional Babyboomers or Generation X. In my point of view the arrival of Generation Y has disruptive effects on business, economics and society.
In an earlier post, written in Dutch I wrote about some new words i learned from the Generation C. And again a new word will be part of my business vocabulary: commitment fobia
Assuming that the majority of the Generation Y will grow up (in their way) in the next decade, their impact on education, business and the workplace will be gigantic. This generation is not just educated in the complex skills of mass consumption, but also in collaborative consumption, co-creation and peer to peer networking.
As stated in the book: you ain't seen nothing yet. (less)
Door de vertelstijl en het vertelconcept (een man die vaker naar een boekhandel gaat) raakte ik gefascineer...moreMet een omslag begon ik sceptisch te lezen.
Door de vertelstijl en het vertelconcept (een man die vaker naar een boekhandel gaat) raakte ik gefascineerd.
Niet het doel (de conversie) maar hoe te beinvloeden staat centraal. Gebaseerd op meetbaarheid.
Spreekt me aan.
Vraag me wel af of de business in termen van persuavive design inmiddels al niet verder is (alhoewel ik als eenvoudige consument soms waag te betwijfelen als ik facebook advertenties zie - die van walkme uitgezonderd - of de recommendations van amazon.
Fijn boek om te lezen tijdens een wintersportvakantie, in het vliegtuig.
By the way, het boek werd me aanbevolen door een onbekende op het LWV-congres in Maastricht. Wie het boek leest, weet dan hoe ik te beinvloeden ben. Vraag is dan natuurlijk hoe jij te beinvloeden bent.....
Lees dit boek en ga verder op zoek naar relevante persuavive design documenten.(less)
Content Most companies today realize the imperative to connect with their customers, employees, and partners through social technologies - Facebook, Tw...moreContent Most companies today realize the imperative to connect with their customers, employees, and partners through social technologies - Facebook, Twitter, Google+, YouTube, and elsewhere. But a huge challenge is still in the way: how to build programs and teams for accomplishing all that. While organizations have been fixated on how to use the latest social tool, they've lost sight of how to create a business strategy capable of adjusting to the next wave of technology around the corner. The author has identified the strategies and tactics of the world's best social business organizations – from leaders at IBM, Microsoft, Salesforce.com to those at Google, JetBlue, and several small businesses. He also provides a never before revealed playbook that businesses can use today to start increasing revenue immediately and for the long term. For corporations to successfully transform into social business enterprises they must shift the focus from computers and tools to developing skills and attitudes around social technologies. Socialized! represents a "playbook" on how to create such a high-performing social enterprise. Filled with clear strategies and real-life stories from visionaries and change makers, the book is designed to help business leaders create an adaptable, agile, more profitable business thereby ensuring success against the competition. You will learn how to: Create and nurture a high performing "digital village" or internal social network Connect with your "digital network" and build a community of brand advocates Manage "Darwin's Funnel" or a sales and marketing funnel with a social wrapper About Mark Fidelman Mark Fidelman is the CEO for Evolve! Inc. a Social Business Consulting Firm. His experience includes more than two decades of technology sales and marketing with organizations including A.T. Kearney, EDS, CT Space and Autodesk. Mark is also a contributing writer to Forbes.com, Author of Socialized! and holds a patent on a system for tracking mobile electronic loyalty cards. My point of view: Business has often become an undifferentiated commodity in this era of massive transition. I agree with Mark that these steps are necessary. But it is also an imperative tp focus on creating mutual value as a social business. And for me that - and not technology -is the ultimate competitive advantage.
“Exceptionally well written and engaging.... If your goal is to make your business number one in your industry, then this is the book you’ll want to own.” —Deepak Chopra, NYT best-selling author
“SOCIALIZED! is a wake-up call for any executives who think that social doesn’t matter to their business. Harnessing social provides a powerful competitive advantage and Mark provides a playbook for how.” —Jonathan D. Becher, Chief Marketing Officer, SAP
“This is not another social media book but the first book that provides organizations with the ‘secret sauce’ to become a social business.... there’s an impressive portfolio of case studies to learn from and implement immediately to help your business take advantage of all that social has to offer.” —Jeff Schick, VP Social Business, IBM
“SOCIALIZED! is an imminently readable, practical, and modern guide to social business. The playbook section alone is worth the price, and then some. Mark Fidelman has added an important piece to the corporate social transformation puzzle.” —Jay Baer, President, Convince & Convert and co-author of The NOW Revolution
“For too long the command and control management philosophy has ruled most corporations. That model is over. Fidelman demonstrates why a social business is replacing that leadership model and how new technologies enable a much more adaptable leadership instead.” —Jon Ferrara, CEO, Nimble
“Fidelman’s brilliant insight into the importance of adapting the corporate social sphere, offers real-world, tactical guidelines to establishing a community around your brand. This book is a must-read for anyone on my team!” —Matt Michelsen, CEO, Backplane
Fidelman’s must read book, Socialized! How the Most Successful Businesses Harness the Power of Social (Bibliomotion), is available 11/15 at bookstores nationwide, as well as at all major online retailers""
Harley Manning launched the customer experience practice at Forrester Research and has led it for 14 years. He is currently a vice pres...moreAbout the authors
Harley Manning launched the customer experience practice at Forrester Research and has led it for 14 years. He is currently a vice president and research director.
Kerry Bodine is a vice president and principal analyst at Forrester Research and the creative force behind the customer experience ecosystem, a framework that helps companies diagnose and fix customer problems at their roots. Josh Bernoff is a senior vice president of idea development at Forrester Research.
My point of view: buy the book, use its concept. Read selectively and only if you are aware that customer experience does not imply customer delight.(less)
Jacob Morgan provides the information, insights and a strategic framework you need to use emergent collaborativ...moreThe core This is a nuts-and-bolts guide.
Jacob Morgan provides the information, insights and a strategic framework you need to use emergent collaborative software behind your company‘s firewall to solve business problems, unearth new opportunies and to drive innovation.
This book is about enterprise 2.0. As defined as the use of emergent social software platforms by business in pursuit of their goals regardless of whether it is inside or outside the firewall.
Jacob Morgan is the principal and co-founder of Chess Media Group, a management consulting and strategic advisory firm on collaboration. He is the author of his new book “The Collaborative Organization,” the first strategic guide for executives and decision makers seeking to deploy emerging technologies and strategies in the workplace (published by McGraw Hill, due out June 2012).
4,5 stars on a scale 0-5.
In an earlier post I wrote about the inertia of some managers for investing in knowledge management.
In that post I made a reference to Kaplan and Norton’s Strategy Maps: Converting Intangible assets into tangible outcomes.
Jacob includes one – at least for me – essential part of it:
None of these intangible assets has value that can be measured seperately or independently. The value of these intangible assets derives from their ability to help the organization implement its strategy….. Intangible assets such as knowledge and technology seldom have a direct impact on financial outcome such as increased revenues, lowered costs and higher profits, Improvements in tangible assets affect financial outcomes through chains of cause-and-effect relationships.
Jacob and I agree completely with that statement.
The author claims that one can use the book as a guide for a one’s collaborative journey. One should utilize everything you can in this chapter and in the book, adapt it, change it and make it your own. Regular readers may see a similar approach as of my blog serve4impact: context, connect, construct and compact changes. But be cautious: the book has a technology focus. To really start your collaborative journey I would like to recommend Morton Hansen book on Collaboration and Andrew McAfee’s Enterprise 2.0.
I refer buying this book to anyone who is working in a knowledge intensive industry. As a manager or profesional. It is not limited to leaders for creating , implementing and adapting a strategy. Buy the book and do not read all of it. Check out your action points and start reading. As stated before, there is even more food of thougth (such as this fine reading list).
One flaw of the approach is that the approach of collaboration is limited at the enterprise level. Be aware of that.
With more than 25 years of customer research and business leadership experience, Bill Self has devoted his career to studying how topp...moreAbout the author
With more than 25 years of customer research and business leadership experience, Bill Self has devoted his career to studying how topperforming companies separate themselves from their competition by being exceptionally customer-centered.
Today, he concentrates on helping companies learn how to transform their organizations into market leaders by focusing on the success of their customers. For the sake of full disclosure: I got a review copy from the author.
As a gesture of appreciation I promised to share my thoughts with a wider audience.
The core What is customer 3D about?
First consider it to be a strategy that leaders are following to outperform traditional business models.
It is also a system (a systematic approach) to transform product-centric organizations into customer-centric organizations. Product-centric also includes service organizations. Customer centric implies that customers are at the center of every activitiy, working from a customer-directed set of goals and a fully understood customer strategy. Customer centric implies that an organization puts the customers’ best interest first.
An organization that is 3D-customer centric communicates with customers pro-actively not reactively.
The essence of an organization that is customer-centered is its willingness to thing like its customers. When companies focus on customer solutions, their range of vision opens up and they begin looking for opportunities that were all along, but were unnoticed.
The Customer 3D system links all of the component parts of an organization around a primary purpose: customer success.
It is also a movement that will strengthen the way companies connect with their customers. It is often stated that there will be more changes in the forthcoming decade than there have been in the previous decades. As leaders need to gather and apply information that will help their organizations to adapt and thrive. No one can assume that the success of the past will continue in the near future. Fostering an environment in which customers and organizations can co-evolve and truly co-exist can boost the performance. That’s why communities (and being part of them) and leadership in industry associations is that important. To operate effectively, one must operate outside the four walls of your business.
My appreciation 4,0 on a scale from 0-5. It is my true belief that the best professionals have that magical gift for finding creative solutions to problems one did not realize they existed. In a professional and personal way Bill taught me how to catch these insights and turn in into a true solution-creating process.
And the results?
A better future for your customers, your organization and yourself.
The author refers to Harvard professor Ted Levitt. He defined the process for developing new products and servcies more that 40 years ago. He made a distinction in four categories – generic -, – expected -, -augmented – and – potential -.
The insights in this book impacts your potential, reflecting on what is possible and what remains to be done
In the book there is a also reference to Edward de Bono‘s Six Thinking hats. This book is a magic hat for professionals, managers and entrepreneurs. After reading you will find inspiration for adapting your organization and functions.
To be honest, the book described tools that are already used by successful practicing professions. But the focus on the customer and adding elements like Levitt, de Bono, design thinking creates a fine example of a practical service design thinking approach.
The book is a personally crafted fusion of a inspired point of view and a framework – based on experience an current insights – for understanding how one can more effectively step to Customer 3D. (less)