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The End of Business As Usual: Rewire the Way You Work to Succeed in the Consumer Revolution Hardcover – 18 Nov 2011


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The End of Business As Usual: Rewire the Way You Work to Succeed in the Consumer Revolution + What's the Future of Business?: Changing the Way Businesses Create Experiences + Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web
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Product details

  • Hardcover: 320 pages
  • Publisher: John Wiley & Sons; 1 edition (18 Nov. 2011)
  • Language: English
  • ISBN-10: 1118077555
  • ISBN-13: 978-1118077559
  • Product Dimensions: 16.3 x 2.8 x 23.6 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 153,559 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

An accessible insight into the way new consumers behave, what you can learn from them and how to communicate with them . (Director, December 2011) An inspirational book to help you to see how you have to review your whole approach towards connected consumers.   ( Financial Adviser, 23rd February 2012)

From the Inside Flap

TODAY′S BIGGEST TRENDS the mobile web, social media, gamification, real–time have forced us to rewire the way we think about and run our businesses. Consumers are creating a new digital culture, shifting business landscapes onetweet at a time. New networks have created an ever– expanding "egosystem," in which everyday people believe their lives deserve 24–hour broadcasts. But now, we need to decipher the significance of this behavior and understand where the social and mobile web are headed. At the heart of all of this, a new breed of consumer is emerging and they′re changing the very foundation of business.

The End of Business As Usual explores each layerof this complex consumer revolution that is changingthe future of business, media, and culture. As consumers connect with one another, a vast and efficient information network takes shape and begins to steer experiences, decisions, and markets. It is nothing short of disruptive.

The End of Business As Usual will change the way you view the world of business, from sales and marketing to customer service and product development to leadership and culture. Its critical insights include:Shared experiences are redefining brands indigital consumer landscapes, and astute brands can now also create and steer these experiencesConsumer influence is growing, and businesses can use this to their advantageConnect with a rising audience (and with audiences of audiences) through new touchpoints between consumers, brands, and new influencersCreate a culture of change to earn trust, influence, and significance among connected customers

Rather than disregard these new consumer behaviors,learn from them in order to drive engagement with your stakeholders. Raise the significance of your business and your brand by implementing new ways to connect, learn, and adapt. While other businesses will fall to digital Darwinism, your business will evolve and thrive. This is the end of business as usual and the beginning of a new era of relevance.


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1 of 1 people found the following review helpful By William Gc Roney on 31 Dec. 2011
Format: Hardcover
Change is afoot, and there is no better person placed than Brian Solis. A true guru of business change in the modern, connected world, he has written many words on the subject of how businesses need to adapt to a more communicative way of trading.

Gone are the sureties of hierarchy and status, and usurping these knowns are the unknowns of social media in the form of Twitter, Facebook and Google. There are many, many other ways of communication with modern customers.

And it's all about the consumer. The Pandora's Box of business has been opened and they are taking their economic power, wielding it harder and harder to make their money go further. In order to win their patronage the traditional businesses need to reorganise to survive.

It may have been acceptable for a business to tack on a Facebook page or a Twitter stream to be seen to engage with their customers, but the author argues that you have to make these tools work for you. You need to feed your customer information, listen to their questions, and make sure that they feel as though they are being looked after.

This revolution of consumerism is a rebalancing of the economy in favour of the little person. And these connections are being bolstered with connections of connections of connections... With the power of word of mouth, it's possible for a product or a service to be lauded or destroyed with minimal effort.

By following this book's proposal, a company becomes more than just bricks, mortar and a profit/loss account. The great companies that engage with their customers will survive, the others will not. By talking and adapting to the needs of their customers, there is the possibility of virtuous (or destructive) spirals to be created.
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2 of 2 people found the following review helpful By Tim Harrap on 1 Dec. 2011
Format: Hardcover Verified Purchase
Just occasionally you come across a book that you have to reread again because it has such a wealth of knowledge and interest - this is one such book. Brian Solis has a huge experience in new media and is worth following on twitter. He writes clearly and takes you thoughtfully step by step through the dynamics of the new media Facebook, Twitter, 4sq etc. and its implications. The application of his ideas follow in the closing chapters and some of it is geared towards the corporate environment but with a little imagination this can be transferred to the SME territory.
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2 of 2 people found the following review helpful By Nic Oliver VINE VOICE on 31 Oct. 2011
Format: Kindle Edition Verified Purchase
Ok, disclaimer first - I like Brian's writing and enjoyed his previous book, Engagement, hugely.

The End of Business as Usual opened my eyes and changed my approach to a number of things:

1. The nature of engagement and how companies can use social media platforms to increase engagement.
2. The privilege and Responsibility of Social media and Social networking.
3. The importance of Facebook
4. The changing nature of our audience when we present.
5. How to filter out the excessive noise in Social Media.

The book is aimed firstly at businesses and business people and, secondly, because we are all customers, at all of us.

It's must be sobering for some to read that Brian doesn't consider himself an expert in social media. he points out that social media is in constant change at the moment and that we are all students; he is rightly cautious of the so-called experts.

One of the things he points out early on is that "Customers are connecting with one another, creating a vast and efficient network that shapes and steers experiences and markets."

He continues "Whether you're a business professional or a consumer, you are part of connected or social consumerism... Businesses and consumers have the power to change the course of thew economy and it's nothing short of disruptive."

To back up this claim, he points out how Wikipedia has displaced Encyclopedia Britannica as the world's encyclopedia and how Borders, Tower Records, Wherehouse, Circuit City and Blockbuster have all disappeared, victims of what he describes as Digital Darwinism.

He goes on to ask an important question every business has to face: "Are you market-driven or marketing-driven?
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Format: Hardcover
The mobile phone revolution began with businesses and was then adopted by the general public. Conversely, the current Twitter/Facebook revolution was initiated by the younger members of our society and adopted by business. Financial advisers need to realise that shortly all of their clients will have adopted social networking and, as such, will have to join them. Instead of the traditional one-to-many marketing approach, businesses need to adapt to the one-to-one-to-many network model. To succeed, businesses need to become more like the very people that they are trying to reach.

But take heart, Brian Solis reckons that the changes are happening so fast that it is impossible to be an expert - we are all still learning. Solis argues that the new generation want to feel connected, they hate feeling disconnected. Businesses need to grab customers' attention but they cannot use traditional methods to do so. Attention is a precious commodity and businesses must adapt their ways of working to capture it. Content is less important than context and is the key to creating shared experiences and building connections. There can be different interest groups to help create meaningful topics and to keep relevant. A happy customer tells a few, an unhappy customer tells many more - so we need to adapt to the change that social networking is making.

Solis contests that people are being scored on their "influence" - their capacity to influence others through social networking. Brands look for "influencers" as a domino effect is created by digital consumers directly through peers. You need to reach those in high regard. You can use your CRM (Customer Relationship Management) software to categorise and identify ambassadors. Start at the end, look at what you want to achieve and work backwards.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 49 reviews
13 of 14 people found the following review helpful
5 of 5 stars - maybe the most important book this year to read. 28 Oct. 2011
By Monkey - Published on Amazon.com
Format: Hardcover Verified Purchase
It is fairly unusual for me to take a week to read a book, but the new book by Brian Solis is one of those books you need to take nice and slow to get all the nuances in it. I think personally that this is Brian Solis at his best, this is him at his peak performance, and as his skill as a writer. The book is that good, with very good stories and homilies to help sink home what he is saying. In many ways social media has transformed us all into highly connected people, with quality online relationships, and new ways of getting information into the hands of consumers.

I like the way that people are broken out into various types, from passive people who consume but take no action, to spammers, observers, trolls, and the perpetually whiny that live with us every day. The internet is a macrocosm of who we are as a society. If anything we are building the very first universal global society with its own culture, standards and morality. Everyone is invited in, people, companies, government, military, and the occasional passerby. Brian captures that in all its detail, with guide posts and road maps to how these work, and how these fail. The birth of the first global society tied together in all its functions and all its glory is going to be an interesting birth, and we are fortunate enough to be here at this time, helping, hindering, and changing to accommodate the growth and formation of that society.

There are so many things that stand out about this book from my own personal observation of the classroom and my students, to the interactions I see at large gatherings of people that this book was easy enough to bring home and make comparisons to my own real and online life. Brian hits all the major things I have seen on the D-list on the internet, and in my own interactions with both online and in person realities.

This is why this book rocks, this is why I get this, I see this every day in the school room and in my own life. Go into any Starbucks, most are connected in one way or another to the internet. Go into my classroom and you will see students fact checking me, using the internet for support, and engaging with their friends when the other students are catching up to the quicker students. He hits this one on the head, rather than haves and have not's, we are in the era of are you connected. While the book will not transform my life and make me a multi-zillionaire, what it does do is validate my own experience on line and in person. What he sees I have seen, what he has experience I have experienced, we all live here in one way or another, and the most impoverished person is the one without connections, contacts, or a visible online life.

While he really does not go into the downsides of a public life, that is also just fine. We are just starting out, and observations matter at this point. Welcome to the global society, we are all here in one way or another, what we do with it matters. How companies intersect with the new global society matters, how people intersect with companies, authority, schools, and others matters. Brian captures that beautifully, making this the most important book you should read this year if you are interested in how the world of online and offline are intermixed, and valuable to those who chose to live life that way.

Rating this 5 of 5 stars, as a must read for anyone who is interested in what changes we have to make to accommodate and be successful in the world's first global culture.
3 of 3 people found the following review helpful
A MUST read if you want to stay relevant and ahead of the game into today's competitive business environment 7 Nov. 2011
By Glenn Meyer - Published on Amazon.com
Format: Hardcover Verified Purchase
Having just begun my Masters in Integrated Marketing at New York University, I decided to purchase this book to complement my existing coursework in the program. Businesses are constantly evolving, and the ones that are long lived are those that are sensitive to their environment, as they managed to react in a timely fashion and respond to the conditions of society around them. How do companies respond to social media, the mobile web and new media all around us in this digital era? How do C Level Executives incorporate social media into their organization?

This is what Brian Solis does best throughout his book. He breaks down the most complex concepts to the simplest ideas for you to understand. Brian takes you through a journey on how the internet in the digital age has changed the culture of consumerism and the way information is processed and exchanged. As Brian says in one of his chapters, "Brands Are No Longer Created, They're Co-Created". The entire world is now on Facebook, Twitter, Youtube, Blogs etc. and it's about time companies understand the significant change of behavior and use these findings to their advantage. In this book, Brian helps us to understand the behavior patterns that are emerging from the new generation of consumers and where the social and mobile web is headed.

This book took me some time to read and digest due to its rich and detailed content. However the real life stories and current business examples (Zappos, Virgin America, Starbucks. etc) makes the time spent on the book even more worth while as they are relevant and forward thinking. Brian does a good job by providing useful charts and info graphs throughout the book, but what I personally feel he does best is by providing a summary at the end of each chapter in bullet points and this reinforces the concepts covered in each chapter. The use of color in the book also helped captivate my attention while reading.

Overall this book has exceeded my expectations and has given me a boost to succeed in my graduate program and career ahead. It covers the areas in sales and marketing to customer service and product development to leadership and culture. It is a must read for those interested in how businesses are changing and the future of customer engagement. I would highly recommend this book not only to marketers but also to entrepreneurs and managers in other industries. Senior to junior executives that want to get a jump start against the competition will also find this useful.
11 of 14 people found the following review helpful
Brian Solis at his Best 10 Oct. 2011
By Jeremy Simon - Published on Amazon.com
Format: Hardcover
This book is forward-thinking and full of helpful charts, infographs, and bullet points. Brian is at his best when he takes complex theories and breaks them down in a way that any executive or client can understand. The book touches on all of the current trends but also looks to the future of social commerce and what it means to own, operate, and market a business in the social consumer society. I highly recommend this book to any marketer looking to guide clients towards the future or for any executives looking to get a jump start on the competition.
2 of 2 people found the following review helpful
"The End of Business as Usual" can resonate in unusual places 8 Sept. 2012
By chris redlitz - Published on Amazon.com
Format: Hardcover
Brian provides tremendous insights into many aspects of business and social media, and how the world has changed with the advent of a new social connection with each other and with brands. These insights have provided a great platform for a program that we run in San Quentin prison called The Last Mile. The program focuses on how the world has changed from a technology and communication perspective since the men were incarcerated, and teaches them business fundamentals that they use to develop a business plan of their own. Once they build the plan, they present their ideas during a demo day inside San Quentin, and each plan must include a technology component. The program has been a resounding success, and we attribute some of the success to "The End of Business as Unusual", providing the men with a fundamental understanding of social, communication and the new paradigm of business interaction. The program will been offered in other correctional facilities soon, and Brian's insights will become mantras for more men who aspire to become successful, contributing members of society in the future. Thanks Brian.
4 of 5 people found the following review helpful
End of Business As Usual? 13 Dec. 2011
By Robin Fray Carey - Published on Amazon.com
Format: Hardcover
(Reprinted from Social Media Today, December 12, 2011)

Reading Brian Solis's new book, The End of Business As Usual, is so stimulating and all-encompassing that it constantly challenges your ability to focus, but bravely marching ahead I decided to concentrate on whether he proves the point, also raised by Maggie Fox and Brian in the Social Media Today interview, that we are truly facing the end of "business as usual." Another great futurist and author, Seth Godin, whom I interviewed in 2008, offered the notion then that digital and social are actually a return to the way business had been conducted in an age of greater customer intimacy, say the nineteenth century, before mass production and broadcast marketing. In his example, he talked about how in the old days you could go to a hat-maker and have a conversation about what you wanted and when. While Brian acknowledges that social brings us the ability to create that same level of collaboration and intimacy, it also brings us a completely new group of customers, the Millennials, for whom the internet has truly changed their attention span, their ability to connect off-line, and most importantly for Solis, their customer expectations and experiences.

His book plainly states: "In order to succeed in the business of the future, we have to become the very people we are trying to reach." That would require a certain amount of mutation for Boomers like me. But reaching them is not just about putting your ad on a Facebook page:

"What we're doing today is just marketing to people using social channels... You don't know that that's what people want; you're just doing it.... Some people are going to want to communicate via email... some through mobile platforms or social networks. But each one requires dedicated strategies that contribute to a holistic experience."

All well and good, but marketers today need to make tough calls and also require focus to best leverage their resources. His writing on Millennials is so strong, you might be tempted to ask yourself: Should you just bag the Boomers and focus limited resources on this present and future generation?

Another implied direction is to pretty much put all your marketing focus on Facebook. Although arguably this would not be the "take-away" of the business-to-business marketer, it surely is for everyone else involved in what we now refer to as "f-commerce." Here's the trenchant observation from the book:

"The digirati are not going to your website, and attempting to lure them to do so is becoming a pointless game of `catch me if you can.' This is a game businesses cannot win, and trying to do force this contingent of influential consumers is nothing short of trying to change the behavior of the market."

One of things I always appreciate is a writer who tackles the Great Apple Exception. Brian does this frequently and is able, further, in his chapter on The Last Mile, to make Apple fit his mostly-social way of doing business in their continued, if rigidly brand-controlled, attention to the human experience. Although Brian does not make this point, it could be argued that that is why Facebook has been so successful, in that it virtually mimicked from the outset the most human of needs. Taking this further, although some brands seem to require internet-based collaboration to remain close to humanity, and Brian might argue, find success that way, the real innovators have gone deeper into the pre-Web 2.0 days to find inspiration, to a land and time when the human was defined by the arts and literature, and was most decidedly not real-time. (Mark Zuckerberg, did you study Milton at Harvard?)

Brian (I use his first name because he is a friend of our community and of mine) is the Tom Friedman of the social media set. He is global in his research and views, and is able to extrapolate from interesting personal experiences, such as a dinner without Internet connection in Portugal, a vision of the connected future. My only criticism is that there is so much here, and it is so dense, that you need to schedule several sessions with yourself to complete the book. And to answer the question, is this really the end of business-as-usual? Except for the Millennial mutation, which is admittedly a major exception, and perhaps the proof of his title and concept, I think it is really more plus ça change, plus ça même-chose.

But definitely put it on your gift list for your upper management; they'll be impressed by its breadth, its detail, and hopefully, willing to bring about in the New Year an end to your own "business-as-usual."
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