He is one of the first leaders of digital influence and marketing, having worked with some of the most recognized brands, startups, celebrities, and industry leaders. If anyone understands the complications progress purveys, it’s Brian Solis. At Altimeter Group, he serves as the company point man when adapting disruptive, emerging tech to traditional business models.

Create an experience – Brian Solis
It’s not easy to make potential clients identify with your brand and talk about it. When you think about it, why should they? Why should anyone care? You can’t come to the world and expect everyone to start talking about your brand like it’s the greatest thing since bread came sliced. You have to do something in order to be spoken of. You have to create an experience that is talkable and shareable. This is the bottom line of this important tip from a new book by Brian Solis: “without experience architecture, your brand is leaving an incredible opportunity for meaningful engagement open to interpretation. In a connected society, impressions become expressions that influence the impressions of others. Experiences, especially intentional experiences, are more important than ever as they become a competitive advantage the more they are experienced and shared.” Give your customers a good reason to talk about you.

Many executives are still not digitally literate, said Brian Solis, a principal at the Altimeter Group. Although they know they need technology in order to succeed, their own blind spots or resentments about the technology — and change in general — can deprive their organizations of the ability to capitalize on their investments.

“EXPERIENCES ARE MORE IMPORTANT THAN PRODUCTS NOW. IN FACT, EXPERIENCES ARE PRODUCTS.” BRIAN SOLIS, ALTIMETER