Brian Solis's Blog, page 118

The Imminent Shift from Social to Digital Engagement

How do you define engagement?

No matter how you define it, engagement is something that we most likely underestimate. Engagement symbolizes the touches that occur in various moments of truth and this should completely change not only how you engage someone in each moment but also how the inside of your company works with one another to make it frictionless and experiential.

Whether a customer stands on the stage of awareness, consideration, purchase, or post purchase, touch points open and close. And, it is in those moments that engagement, regardless of source or shape, affects the next steps and impressions of customers.

These moments of truth however are not limited to any one channel. Whether customers are navigating social, mobile, web or IRL (in real life), they approach each stage of the journey with different needs, in varying stages of decision making, and with one of several frames of mind depending on the context of engagement and also the screen (smartphone, PC, tablet, TV, etc) they’re using in each moment. It’s becoming increasingly complex, but then again so is the path of consumer decision-making. That’s why I wrote WTF, What’s the Future of Business…someone had to tell the story of the new customer journey, their way points, and how to reach them. The answers revealed that social was only part of the adventure.

The image above represents a detailed customer journey map, which outlines the important steps your connected customers take during and following decision making. The map also introduces the diverse elements that factor in to each step. Perhaps more importantly are the channels and screens individuals use to make their way along the journey. Mobile, social, web, IRL, they each contribute to a customer experience that either helps or prevents them from moving along in your favor.

In my research I’ve found that more often than not, each stage of the customer journey along with the mixed channels that they use are defined or programmed by different groups within the organization. The social experience is developed independently of the mobile experience, which is disconnected from the web experience. The point is that customers only see one brand or business and therefore each channel should complement one another to deliver against a desired experience and journey optimized for the moments of truth and for the context of each screen.

The Expansion from Social to Digital Engagement

One of the ways I’ve defined “engagement” over the years was quite simple, when a business and consumer interact within their channel of relevance during various moments of truth. Engagement though, is then measured by the actions, sentiment, and outcomes that result from each interaction. To optimize results, experiences, click paths, outcomes, and sentiment must be defined and enlivened through each channel in each moment. To do so takes vision, articulation of that vision, and collaboration with all stakeholder groups to cast a unified approach. Yes. It’s the age-old argument of bringing down silos and opening doors between departments and groups that just don’t talk to each other right now. But, that’s just what needs to happen and the more progressive companies are already taking note.

One such company is one that you’re more than familiar with. Starbucks recently appointed Adam Brotman, former senior vice president of Starbucks Digital Ventures, was appointed to an entirely new executive role, chief digital officer. The CDO role assumes all of Starbuck’s digital projects, which includes web, mobile, social media, digital marketing, Starbucks Card and loyalty, e-commerce, Wi-Fi, Starbucks Digital Network, and emerging in-store technologies.

Sephora is another forward thinking company that is uniting disparate channel strategies and various customer journeys in the name of holistic experiences. Sephora recently underwent a makeover to define the ideal customer experience and how it would play out in digital and real world channels, including in store engagement, while complementing and optimizing one another.

Perhaps a Chief Digital Officer is just the beginning. What we’re really talking about is someone who can bridge marketing, sales, service, and technology to create a frictionless path between customers and the business…at every step of the journey. Perhaps it’s time to think about escalating the role to someone who can own the entire customer lifecycle and bring the people within the organization together to do it. To break down walls, someone must be able to show how and why everyone can and should work together and also what’s in it for them. It would take someone who isn’t tied to any one function but instead someone who has everybody’s best interest inside and outside the organization to redefine the experience and how it’s formed and sustained. As I write this, I imagine someone taking over the role of customer journey management for digital, social, mobile and IRL.

The digital lifestyle is just a way of life now and businesses that don’t think beyond social or traditional will miss the greater opportunity to lead desirable customer journeys, experiences and outcomes. Take one more look at the Dynamic Customer Journey. As you plan for 2013 social, mobile, digital, and other channel strategies, consider how each can converge into a reciprocal and congruous ecosystem. The future of customer experiences lies in experience design and more importantly, customer journey mapping…across the screens and IRL.

Welcome to a new world of customer journey management (CJM) and the ability to bring people together around a common vision for improving customer experiences, sentiment and relationships.

The story continues…

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Photo Credit: Shutterstock

This post is based on a piece I wrote for AT&T’s Networking Exchange

Without Analytics, Big Data is Just Noise

Guest post by Eric Schwartzman, founder and CEO of Comply Socially, which helps employers manage the risk and capitalize on the opportunities of social media in the workplace. Follow him on Twitter @EricSchwartzman

The online Boston Marathon bombing witch-hunt last week dragged social media down to a new low.

Social media has become “the cocktail party from hell,” writes Maureen Down in her column “…with the flood of information jeopardizing meaning.”

When everyone’s talking about a crisis in real time and you have unlimited access to what they’re saying, the wisdom of the crowd can be very hard to find. With so much information swirling around, looking for meaning manually is impossible because there are never enough people to consider everything out there at once.

“What happened to Sunil Tripathi’s family scares the hell out of me, and I feel that any sort of crowd crimesolving platform needs to take that into account–the risk of lives being disturbed by overenthusiastic sleuths is just as important, in my opinion, as the potential for solving unsolved crimes,” says Neal Ungerleider, who wrote about how Reddit became a hub for a crowdsourced Boston Marathon bombing investigation.

Like most of the other social networks overflowing with new posts every millisecond, Reddit lacks even the most basic analytics. According to another story by the AFP, Reddit uses Google Analytics to monitor their own traffic.

We need to take a moment to acknowledge the critical importance of being able to find trends and credible sources in big data. When Google Reader goes away on July 1, 2013, not a single alternative offers in-feed search or analytics, and nobody seems too concerned about. In my book, that’s totally crazy. Without the ability to drill down and analyze your feeds, all that news is just a bunch of noise.

At what point does it become irresponsible to provide the world with access to a communications tools that can literally reap havoc in the lives of individuals and companies without providing any visibility at all into the patterns and shapes of the content being shared?

Is a social network without integrated analytics like a vehicle without a safety belt?

Freddy Mini, CEO at Netvibes — a Google Reader alternative that’s more focused on providing insights than powering engagement — says, “Context is the comparison of metrics.”

Meaning comes from the intersection of multiple sources. In the old days, journalists triangulated truth against a handful of sources. Today, we need to triangulate truth against millions of sources.

An avalanche of information is not necessarily a good thing. More often than not, it’s a path to obfuscation rather than enlightenment, where speculation inflicts irrevocable harm and sensationalism travels farther and faster than tolerance.

If you’re a business, the takeaway is that sharing without analytics is essentially useless, that engagement is not as valuable as insight, and that seeing things in context is more important than being popular.

Image Credit: Shutterstock

TNN (Twitter News Network) Trumps CNN….Again

Like many, I found myself gripped by the real-time reports that poured in on the evening of April 19th…Boston Police were in close pursuit of the second Boston Marathon bombing suspect. Up to this point, I mostly followed the story via @CNN and CNNLive. I noticed however, that some of the most interesting updates were shared via Twitter directly by the Boston Police (@Boston_Police).

As police surrounded the second suspect while he hid in a recreational boat in the backyard of a home in Watertown, I shifted from online to TV. Yes…my  phone was nearby and it was in fact my second screen. I tuned in to Anderson Cooper on CNN to witness the apprehension as it happened.

Cooper cut to a report from a CNN field correspondent, who shared unconfirmed cheers among local residents. In that moment, I saw a Tweet come through on my phone from @Boston_Police, “Suspect in custody. Officers sweeping the area. Stand by for further info.”

Just then, something truly significant had occurred. Once again, we were reminded that…News no longer breaks, it Tweets.

Anderson Cooper then asked the reporter to hold on as he looked down at his phone and on live television, shared with the world, that Boston Police had confirmed that the suspect was in fact in custody…via a Tweet on Twitter.

TNN, the Twitter News Network is a powerful thing. In real-time, people create an incredible information network that expedites awareness. While it also raises the need for real-time fact checking, the information divide that Twitter introduces between citizen media and mainstream journalism is notable and game-changing.

Here, the Boston Police broke the story via Twitter and essentially informed and scooped traditional media in the process.

We do in fact live in interesting, and tweetable, times…

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It’s The End of Business as Usual in Japan

I’m so excited. As I type, I’m moments away from heading to SFO to visit Tokyo for the first time in years…

Shortly before the official launch of What’s the Future of Business, I spent several weeks writing new chapters for The End of Business as Usual.

Why?

I’m proud to announce that it’s finally the End of Business as Usual in in Japan!

The new book features new content specific to the Japanese economy. But that’s not all. It also has received a new title and cover design.

Introducing… エフェクト = EFFECT

Mr. Natsuno, a board member of Nico Video and professor at Keio University contributed a special message at the beginning of the book. Thank you Mr. Natsuno…

There will be a special presentation and press conference to celebrate the occasion. The event will take place in Tokyo at the Place Hotel, 1-1-1 Marunouchi, Chiyoda-ku.

The book is also available now on Amazon.

I would very much like to thank Hide Hashizume and Eiko Hashizume for all of their work and support over the last year on the book and this event. Also, thank you to Mr. Kanayama for his work in translating the book. It’s more than exciting to finally have completed エフェクト and to have the privilege of bringing it to Japan personally.

ありがとう

Arigatō

#EFFECT

The Dim Light at the End of the Funnel

Over the years, businesses have developed sales, marketing and service strategies around the funnel. Awareness, interest, desire, action, to this day, describes the likely steps a customer may take in making a decision. Over the years, it was assumed that the liner path would also continue through a transaction to a state of loyalty and ultimately advocacy. The process of customer engagement to this day is designed to shepherd people along this delicate path. For at any moment, consumer attention, interest, and resulting action could fall astray without superintendence.

I call this the “Cluster Funnel” and it’s meant to demonstrate how a customer lifecycle when viewed in aggregate is broken.

Without awareness there can be no consideration. Hence, businesses today invest to varying degrees and effectiveness in marketing, advertising, and communications strategies. To earn customer attention isn’t a switch that toggles on and off, it is a state of perpetual engagement. The blaring noise that customers continually experience has forced them to adapt. Second nature acts as a defense mechanism to tune out the constant barrage of marketing messages and clever campaigns. Awareness at the top of the funnel is elusive but never more important.

The Cluster Funnel from What’s the Future of Business

For the sake of this discussion, let’s assume that everyone understands the value of the funnel (or at least the idea of it) to attract customers and invest in long-term relationships. But what if businesses were investing their time and resources in the wrong places? What if where we think we can impress upon customers or get them to notice us is not at all where their attention is actually focused?

These are important and timely questions to answer as they will reveal a new journey to embark upon. The truth is that what we know and what we need to know are in fact separated by an unfolding reality that requires immediate intervention.

Your market has already been disrupted. Through an unforgiving series of technology revolutions paired with an era of individual empowerment, your customers are not only more informed, their expectations have matured. The “C” change in consumerism has ushered in a genre of connected consumers. As a result, your customers are learning about you or your competitors differently. How they make decisions does not at all follow a linear path. How they are influenced and in turn influence others is profound in its reach and effect. What was once simplistic, or overly simplistic depending on your point of view, representation of a fluted customer journey is in fact much more dynamic and connected.

Engagement is as much art as it is science. But to better understand the behavior of your connected customers or as I refer to them “Generation C,” takes practice of the social sciences from digital anthropology and psychology to sociology and ethnography. Understanding behavior exposes patterns in consumer activity that in of itself reveals new touch points. Appreciating how customers form and make decisions and why inspires empathy and creativity. This research will specifically point to what Altimeter Group refers to as the Dynamic Customer Journey. What you’ll learn following your research is everything. Most notably, your business will now earn clarity in how and where to focus efforts on shaping decisions and experiences pre-, during, and post commerce. Additionally, you’ll learn the specific factors, people, technology, communities, and resources that affect every stage of your customer’s journey. The results will contribute to a far more accurate point of view that tailors marketing, sales, service, and loyalty strategies to be more effective and engaging. But it won’t stop there.

Inspired by McKinsey’s work and my own research during the writing of The End of Business as Usual, we re-imagined the traditional funnel into a constant and very public elliptical path that often repeats itself.

1. Awareness

2. Consideration

3. Evaluation

4. Purchase

5. Experience

6. Loyalty

7. Advocacy

The stages of the Dynamic Customer Journey are familiar as they reflect similar methodologies in the traditional funnel. However each step is unique in the contributing factors for how consumers discover, analyze, choose, and share. The screens they use to search and purchase, the people who influence them, the content that informs them, the social networks they rely upon, the collective experiences of others, and the real-time conversations that shape impressions, each introduce guidance, doubt, and validation that works for or against your right now. The most important revelation in the DCJ is how every stage feeds into a discoverable online repository of shared experiences that influence all those who embark upon a similar journey. Without positive influence there is no hope for preference. And, without positive experiences there can be no chance for loyalty or advocacy.

It is only by traveling in the digital footsteps of your customers that uncovers a new landscape for engagement and also a new reality for your business. Embracing your connected customers will help them embrace you in return. At a minimum, the gifts you receive by embarking on this journey and investing in engagement, education, and meaningful experiences are empathy, relevance, and ultimately reciprocity…all of which is measurable by traditional business metrics.

The story continues…

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Photo Credit:

This post is based on a piece I wrote for AT&T’s Networking Exchange, which is a preview of content in WTF

Be on your best behavior! Behavioral expert Kare Anderson on how to design idyllic experiences

“If we feel instinctively liked by someone else then we tend to tend to project unto them the qualities we like in other people…and that’s priceless.”

Those are the wise words of Kare Anderson, expert on the art and science of understanding and perfecting behavioral cues. As she shares, emotion precedes rational thought. In this episode of Revolution, we learn about the importance understanding what we do and don’t appreciate in others to improve how we connect and communicate. If you’re aware of what of these nuances, you can bring out the best in other people including yourself. Kare’s work doesn’t just focus on real world or even interactive engagement. She believes that the same techniques can be applied to improve design, user experience, and ultimately relationships.

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Shot on location at The Four Seasons Hotel, San Francisco

The 9 Laws of Affinity in an Era of Digital Darwinism

We are indeed witnessing what can be best described as the end of business as usual. With the closure or dwindling performance of businesses once regarded as too big to fail or with the rise of every new Occupy-like movement around the world, we are reminded of the grand chasm that exists between consumer values and the values of today’s businesses. What is becoming painfully obvious is that people everywhere are calling for change and they’re taking to the streets and also their smartphones, tablets, and popular social networks to demand attention.

The reality is that people are much more connected than ever before and their mission is to not only mind the gap, but narrow it. Technology is a game changer and through the devices and networks that connect consumers, it is also the critical path for businesses to earn and re-earn relevance and trust. Without evaluation or introspection, businesses however may well face digital Darwinism, the evolution of consumer behavior when society and technology evolve faster than the ability to adapt.

On April 21st 2011, Forbes ran a sobering article that carried an ominous prediction, “If the current trend continues, over 70% of Fortune 1000 companies will turnover from 2003 to 2013.” Change is in the air and what the relationships between customers, stakeholders and businesses look like from here forward is uncertain. But, it is in the attempts at defining meaningful relationships where businesses will find guidance moving forward.

Think about it for a moment. Today’s biggest trends- the mobile web, social media, gamification, real-time- are changing the consumer landscape. Everyday people are empowered and influential. What we must realize however is that consumers are learning how to improve their online experiences and as a result, it is forcing individuals to think and re-think about the people, organizations, and information they choose to connect with. You are either part of the equation or you’re not.

While this is the end of business as usual, it is also the beginning of a new era of relevance. Businesses now have an opportunity to become relevant in new channels and networks by earning attention and forming meaningful alliances. To do that takes far more than gimmicks, creative marketing, contests and viral videos. It takes the consistent delivery of value based on ongoing listening and meaningful engagement.

The reality is that how this new breed of connected consumers discovers, shares, and communicates differently than their traditional consumer counterparts. To connect with them requires study to identify challenges, themes, POVs, and interests. To adapt, organizations need to examine the impact of technology on consumer behavior and understand its affect on how connected consumers make decisions and influence the decisions of their peers.

People have uninhibited access now to social platforms, channels and tools to express themselves at will. And, people too have an offline and online voice that when used individually and collectively, they can reach the masses and organize movements that cause everything else to pause for reflection. Yet, even though we know this, businesses are still struggling to understand the real impact of connected consumerism. Many still wonder if this is all just a fad.

At the heart of this consumer revolution is the need for people to be heard and for them to see that action is taken on their behalf. Technology serves as the glue that bring like-minded people together. This is why relationships are now more important than ever. Even though people are connecting in social networks, just creating a presence on Facebook or Twitter isn’t enough to show that you’re listening. Nor does it convey empathy or a new vision. Hosting conversations or getting people to follow you on Twitter or Like you on Facebook is one thing. But, to connect and foster real relationships, organizations must learn how to dedicate resources to listen, learn and adapt the processes, systems, experiences and prevailing culture that will entice and nurture consumer engagement.

The reality is that we live and compete in a perpetual era of Digital Darwinism. But, nothing today is too big to fail nor too small to succeed as long as relevance and value are in scope. Even though technology may seemingly play a role in working against your business, it can also work for you. The good news is that you have a role in defining where all of this goes.

Everything begins with learning how and where to listen. I’m not referring to the type of listening that tracks mentions of your company or competition. I mean discover how to deliver value based on what’s said and unsaid. It is attention and value that will attract connected consumers and ultimately earn their affinity. Additionally, what you learn, must permeate the organization to help it adapt to new opportunities. To survive digital Darwinism, it’s not about the survival of the fittest, it’s about the survival of the fitting. I refer to this as the Laws of Attraction and Affinity in Chapter 11 of The End of Business as Usual and have included an excerpt of the list below.

To attract consumers and earn affinity, business must follow the Laws of Attraction and Affinity:

1. Identify where the attention of the connected consumer is focused.

2. Define a higher purpose along with genuine intentions. Also, establish a sense of value to attract connected consumers, giving them something to align with.

3. Establish an identity and a presence worthy of affiliation. Give people something to believe in and something exciting to be a part of.

4. Design the presence and engagement strategies and all that fuels interaction to be beneficial and shareable—this is, after all, about shared experiences.

5. Based on the presence of each D2C community, localize the value, content, storefront, and engagement program to match the culture and activity within.

6. This isn’t a power switch; stay consistent and dedicated through meaningful interaction.

7. Remain true to the original mission and intention. Do not be swayed on the basis of short-term temptations.

8. Recognize and reward community participants—reciprocity is a strong pillar of community and relationships.

9. The adaptive business will listen, learn, and change based on the needs of the connected, and all other consumers to stay relevant, indispensable, and valuable.

The story continues…

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Dr. Shaquille O’Neal Dunks on Investing, Geekery, and Social Media

One of the highlights of SXSW Interactive this year was Dr. Shaquille O’Neal (did you know he had a doctorate degree?). He joined me on stage at the Long Center for Performing Arts to a theater packed with adoring fans. Before we took the stage, we spent some time to shoot a special episode of Revolution.

Not only is Dr. Shaq an NBA champion, an Olympic gold medalist, a 15 time All Star, 6th on the all time scoring list, and an all-around icon, he’s an active investor and self-described geek. His portfolio includes Google (pre-IPO), Five Guys, Vitamin Water, Muscle Milk and a whole slew of traditional businesses and tech startups. While at SXSW, we walked through the Startup Village as part of a “Pitch Shaq” initiative hosted by real-time video network Tout. At the end of our session, Shaq announced that he would take official meetings with two lucky startups, Speakerfy and Beam.

On the technology front, Shaq is always looking for the next big thing. He bypassed traditional media and announced his retirement on Tout, a platform that at the time had only been live for six weeks. Shaq was early to embrace Twitter where he still engages with his now 7 million fans. In fact, Jack Dorsey was once asked who he thought the ideal Twitter user was and his response was Shaq. Why? Because he’s engaged, it’s him, and he believes in community. His mantra for social media is 60% to make you laugh, 30% to inspire you and 10% to let you know about this product.

Take a few minutes to watch this enchanting interview. I think you’ll agree, Shaq is not only an investor, geek, and super star, he’s also a wonderful human being.

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Q&A: Why the Future of Business is Shared Experiences

Jeff Ashcroft (@JeffAshcroft) along with @TheSocialCMO host the popular #MMchat (Marketer Monday) every week at 8 p.m. eastern on Twitter. It’s 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’s journey. I’ve recreated our exchange (each in 140 characters or less) for you here…

Question 1: Why are experiences more important today than ever before?

A1: .@TheSocialCMO Thank you so much for having me on again. This is always one of the most invigorating conversations I can be part of.

A2: Experiences are something we feel and we share what we feel. We share what moves us

source

A3: When people ask questions for advice or direction, shared experiences are the result. In social, they’re more important than ever

A4: Customers are sharing experiences about your business now. Why leave them to chance. Define them at every step!

Question 2: In the book you say experiences are even more important than products! Bold statement can you share your reasoning on this?

A1: Experiences are more important than products. Products are manifestations of the experience you want people to have+share

A2: Products are just part of the experience ecosystem. You have to first define the experience you want people to have

A3: Products play a role in the manifestation of the experience they will have and share. You must define the moments of truth

Questions 3: Seems like everyone is talking about disruption. You’re saying disruption is more than just social media, can you elaborate?

A1: Disruption is something that occurs naturally. It’s “creative destruction” if you will. But it’s accelerating beyond social

A2: Social is just one part of disruption. I call it “The Wheel of Disruption” and it includes big data, mobile, real-time, etc.

A3: I suggest that change agents look at the experiential aspects + new touchpoints in the 4 moments of truth. That’s disruption

Question 4: Need for more emphasis on experience is clear in the book. How is user experience now starting to influence business decisions?

A1: Shared experiences form an influence loop that is connected to each moment of truth. It’s what people find that guides them

A2: It takes more than google now. people are talking and connecting. experiences are shared in tweets, posts, videos + reviews

A3: You’ve optimized search, your website, your mobile app, but you haven’t optimized for shared experiences

A4: Shared experiences affect customer impressions and next steps in each moment of truth. Shift from impressions 2 expressions

Question 5: In WTF? There seems to be underlying story recounting the hero’s journey. Can you share your thoughts with us on this journey?

A1: A VERY GOOD QUESTION!

A2: Joseph Campbell’s Hero with a 1000 Faces has influenced so many, including Hollywood…Star Wars, The Matrix.

A3: The Hero’s Journey explores mythical journeys such as those of jesus and buddha and the common experiences they shared

A4: I revisit the Hero’s Journey from the standpoint of your customer. What is their journey? What is their experience?

A5: Your customer is your hero…you define their journey

A6: In the end however, as the reader, you are also becoming the change agent. Therefore you are also “the hero”

A7: I re-imagined the Hero’s Journey for you to outline where you’ll meet challenges and how to break through them

Question 6: Brian, love design of the book. I understand in this case it wasn’t your typical publisher process, how was it different?

A1: Number 6 is great too!

A2: 2 show the importance of experiences, you have to create an experience. Whats the Future of Business is an experiential book

A3: The publisher gave turned over creative control. I worked with Mekanism and @gapingvoid to create a true “social object”

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

Source: Jeremiah Owyang

A5: @gapingvoid provided an original piece of artwork for each chapter based on what he took away after reading it.

A6: What’s the Future of Business is as helpful and inspiring as it is beautiful… #promise

A7: Remember, this is your time… #AdaptorDie

A8: The future is yours to define… #InnovateorDie

A9: Thank you everyone. You always get my mind racing with possibilities!

FIN: Thanks for joining us! Your participation & feedback was GREAT! An extra SPECIAL thanks to @BrianSolis for joining us! #MMchat

The full transcript including all responses, questions, and answers is here.

WTF is now available!

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Angel Investor and Entourage Actor Adrian Grenier Starts Music Incubator

When he’s not starring in movies and television, Adrian Genier is a serial entrepreneur. Most recognized for his role as Vincent Chase in HBO’s Entourage, and also the upcoming movie, Grenier has co-founded or invested in several companies including SHFT, Fansnaps, and Churchkey Can Co. Now he’s at it again but this time, he’s changing his tune.

While at SXSW in Austin, I spent some time with Grenier to talk about his new music incubator, The WRECKROOM. The idea is not unlike tech incubators planting seeds of innovation around the world. WRECKROOM is a collaborative space built in Grenier’s home in Brooklyn. Artists are encouraged to come by, write and collaborate. And for those artists that get the attention of the team, recording and distribution could be a possibility.

On the website, you’ll see and hear some of the WRECKROOM’s current portfolio including Caldwell, a band he formed with Emily Caldwell. While on set, we were also introduced to another WRECKROOM project, The Skins, a band that I also fell in love with during their live performance that followed this interview. Let’s hear from Adrian now on this latest episode of Revolution.

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