Click here if you cannot see this interview with Brian Solis.

Brian Solis is among the world’s most prolific business authors but when you see his new book, What’s the Future of Business: Changing the Way Businesses Create Experiences, you’ll immediately notice a difference. The book is sleek and an unusual dimension.  It’s filled with full-color pages and cartoons.  This is not your father’s business book.

brian solisSolis was determined to create a book that was an experience and he has achieved it. In this video interview he describes his vision, the design process, how he writes a book, and provides a hint of what to expect next from his prodigious creative output. Hope you enjoy the interview!

My take on the book: Since doing the interview I had a chance to read the book and I think it is Brian’s best effort to date. He is an excellent writer and the time just flew by.

Think about this gift — In his consulting practice, Brian gets to observe the inner workings of many of the top brands in the world and now we get to see his cumulative learnings in one place. The book is filled with many thought-provoking gems like “We live in a time when brands are people and people are brands.”

I would say that this is a very B2C-centric book. His models may have some applicability to B2B but generally the book is tailored to a world of personal loyalty instead of a world of long-term contracts and annual price negotiations, but there are lessons in here for everybody.

The main take-away for me was his idea to create conversational customer experiences in a proactive, measurable way as part of an overall marketing plan.

Disclosure: The book link is an affiliate link. The book was a provided to me free from the author.  Brian wrote a testimony for my book Return On Influence, which was published in the book.

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