COVID-19 overturned lives and livelihoods across the globe, forcing people to find new ways of working, shopping, and playing. Homebound consumers abandoned deep-seated shopping habits overnight, going online in droves and compressing a decadeās worth of digital adoption into months. Although businesses responded quickly to a flood of new online customers, they faced unprecedented disruption, with a staggering 75 percent of consumers trying new brands, products, and channels. These seismic shifts are transforming the role of marketers and marketing, and…
Is the Future of Business Growth Tied to a New Generation of 360 Experience Marketers?
Executives across the globe are prioritizing investments and capabilities that help accelerate business growth.Ā According to McKinsey research, Ā 78 percent of CEOs are now banking on marketing leaders to drive growth. We aren’t talking about your everyday CMO, however. To drive business growth requiresĀ a new breed of 360 CMOs and marketers, those who take a holistic, data-driven, 360 approach to customer experience transformation and innovation. McKinsey’s research uncovered three elements, a āgrowth triple playā of creativity, analytics, and purpose, that delivers…
McKinsey – The Growth Triple Play: Creativity, Analytics and Purpose
Brian Solis joined McKinsey at Cannes Lions, the International Festival of Creativity, to debut research that explores the high performing organizations that prioritize the “growth triple play” of creativity, analytics, and purpose. The presentation is here (registration required). Key Findings: Only 7 percent of companies are delivering on the growth triple play by unifying creativity, analytics, and purpose. They are driving average revenue growth of 2.3 times versus peers from 2018ā19 (which increased to 2.7 times versus peers from 2019ā20)….
The New Playbook for the Future of Marketing and CX Will Be Written by You
Recent McKinsey research uncovered a āgrowth triple play,ā where successful companies integrate creativity, analytics, and purpose to deliver at least two-to-three times the growth of their peers. But even for those companies that used just one of the capabilitiesāeither creativity, analytics, or purposeāthey experienced an average growth rate of more than 6%. Those that added a second component saw growth rates climb to more than 7%. And for those that employed the full triple play, growth rates climbed to more…
Brian Solisā Co-Authored Digital Culture Challenge Report Cited In The Financial Brand Article On Digital Transformation in Banking
The report āThe Digital Culture Challenge: Closing the Employee Leadership Gapā from Capegemini in partnership with Solis is cited by Jim Marous, Co-Publisher of the Financial Brand and Owner/Publisher of the Digital Banking Report in his article āCulture Key to Digital Transformation Success in Banking, Not Technology.ā It appeared on The Financial Brand site. According to the report, corporate culture is the culmination of how a company works and operates. It is composed of the collective experiences of employees ā…
Brian Solis Appears on Mark Schaeferās Marketing Companion Podcast
Solis is quoted talking about Lifescale in an episode of Mark Schaeferās Marketing Companion podcast introducing Brooke Sellas as his new co-host. Schaefer introduces the concept of Lifescale and mentions that he ran into Solis at SXSW 2019. He then plays a recording of Solis talking about the book. Solis says, āWhat we all share in common is that we are always online, trying to keep up with what we need to produce, what we want to share and…
Lifescale and the Digital Transformation of Society and Business
Supporting his thesis that beyond the IT deployments across large organizations, itās the ādigital transformation of society that is really creating change,ā Ross Quintana draws numerous examples from Solisā book Lifescale. Quintana writes, āWhen I looked at the principles of his book I quickly saw the connection to all the stakeholders.ā Illustrating his point that ātechnology is the problem and the answer,ā the author mentions that Solis talks in his book about the impact that distraction is having on us…
Find Joy and Meaning Along the Long and Winding Road of Life
A moment if you will…away from everything else. Sometimes I wonder how I got here. If I had to be honest, I would say that none of it was intentional. And if I had to be fully transparent, there were many throughout my life who believed I wouldnāt amount to much. There was a time when I believed them. I let it define me. The truth is that I still think about it from time to time. Am I supposed…
The Importance of Having a Purpose in Digital Transformation and Innovation
So many companies are investing in digital transformation and corporate innovation strategies to compete for the future. Ā They’re typically led by technology and aimed at growth areas such as customer experience (CX). In actuality, these efforts are most often not that innovative…they’re a bit more iterative than groundbreaking. Ā That’s ok, but these times necessitate a balance of innovation and iteration. Many organizations are simply investing in new technologies and expertise to simply modernize legacy models, processes and systems. However, to…
Made in Detroit: How Shinola’s Good Ole Fashioned Business Values Outperform the Status Quo
You don’t know shit from Shinola. Ever heard that saying before? ThisĀ World War II era colloquialism caused a movement to revive the American watchmaking industry and with it bring to Detroit yet another chapter in its storied history in manufacturing. This year at SXSWV2V, I was fortunate enough to interview Shinola president Jacques Panis live on the main stage. He’s not only the president of a thriving lifestyle company contributing to the resurgence of Detroit, he’s also incredibly genuine and…
