What's the Future of Business?: Changing the Way Businesses Create Experiences

Brian Solis

Wiley,  March 2013

What's the Future of Business is not a question, it's an answer.

Introducing What's the Future of Business? Changing the Way Businesses Create Experiences, the latest book from best-selling business author Brian Solis. The title is an acronym for WTF, a playful approach to the frustration we all feel in trying to get businesses to listen let alone change. But WTF shares in a clever way what to actually do about it.

What's the Future explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth.It continues the journey following Brian's last book,The End of Business as Usual,which focused on the rise of connected consumerism and the need for adaptive businesses models.

If markets are conversations and consumers are connected, WTF aims to inspire a movement that fosters meaningful and shareable customer and user experiences. The book also takes readers on an uplifting "hero's journey" to help them bring about change from the inside out. The end result shares with readers see how experience design amplifies customer relationships, drives word of mouth, and fosters organic advocacy.

Brian also believes that the only way to convey the importance of an experience is to make the book an experience itself. WTF is also a visual journey…think digital app but in an analog format. Brian reached out to his friends at Mekanism, a well-known creative agency that focuses on storytelling for emerging media. Additionally Hugh Macleod (@gapingvoid) picked important themes from each chapter and developed original art to bring personalize each message.The result is, well, something Brian hopes you find engaging, entertaining and useful.

Hardcover | ISBN: 9781118456538 | Publication Date: March 2013


"Solis explores the incredible transformation happening in business today, driven by new social and mobile technologies. In the future, successful businesses will be 'Customer Companies' - companies that connect with their customers, partners, employees and products in entirely new ways."
-- Marc Benioff, Chairman and CEO, salesforce.com

"If anyone understands the multi-screen world we're becoming, it's Brian Solis. Your customers and employees expect rich engagement on multiple screens, through dedicated experiences for each, with one integrated brand voice. Read this book"
-- Jesse Redniss, SVP, Digital, USA Network/NBCUniversal

"Businesses are falling into a mode of management which cultivates siloes and is causing them to loose market momentum. Businesses must always compete for the future and this book shows what to do to stay ahead of your markets and avoid being disrupted by technology to the point that you go out of business"
-- Georges-Edouard Dias, Chief Digital Officer, L'Oreal

"Customers are adopting new technology and new 'screens' at an increasingly rapid pace. The challenge for businesses is to create delightful and highly engaging experiences that take maximum advantage of those technologies and devices as they are introduced."
-- Julie Bornstein, SVP, Sephora Digital

"Developing a social strategy based on trends might be fashionable, but it's not sustainable. The consumer demands more. Brian shows you how to innovate or die. Pretty easy choice, no?"
-- Aliza Licht, SVP Global Communications, Donna Karan International

"The music business has been impacted more than any other media industry in the last decade, and we're still in the midst of our transformation. You have to recognize that change is constant, and an ongoing evolution is the only option. This book encapsulates it perfectly: people are looking for meaningful experiences and you can only create those by innovating, experimenting and defying expectations."
-- Paul Sinclair, Senior Vice President, Digital Media, Atlantic Records