Engage Against the Machine: The End of Business as Usual by briansolis


									Engage Against the Machine: The End of Business as
By Brian Solis, industry-leading blogger at BrianSolis.com and Principal Analyst at research firm
Altimeter Group, Author of two best selling books on business transformation The End of
Business as Usual and Engage!

One of the most often asked questions about The End of Business as Usual is how it’s different

I thought I take a moment to answer it here just in case you were wondering the same thing.

Engage was and is special. In fact, I felt the mission and content of the book was so special, that I
wrote ittwice. I viewed both versions as my chance to not only document the transformation in
marketing and service because of social media, but also empower people to lead change from
within. I didn’t expect people to wait for direction. I expected them to lead. Engage helped readers
design social media marketing and service strategies and programs that mattered…that
worked…that performed against business objectives.

Over the years, I observed their struggles as well as recording my own challenges within the
enterprise, governments, and small businesses alike. I realized that the gap that exists between
social media and executive leadership is far too great for social marketing or service to solve. And,
to be honest, social media isn’t going to save businesses, but instead, it will contribute to relevance.
The real opportunity for the transformation of business lies in the evolution of customer behavior and
how technology, social networks, smartphones, RFID, and other disruptive innovations empower
people AND organizations alike.

The End of Business as Usual makes the case that the need for business transformation is bigger
than social media and more important than just connecting or communicating with customers in

(cc) Brian Solis, www.briansolis.com - @briansolis
social networks. For executives to realize the opportunity for innovation and leadership, they need
your help in making sense of the differences between traditional and connected customers. They
need to know that this emergent consumer category affects business objectives, priorities, and
financial goals.

The book examines how leading companies are finding success with connected customers. The
lessons, case studies, and best practices contained within will help readers earn the support of
organizational leaders by identifying growth opportunities and prioritizing where to invest time and
resources. The end result is creating an adaptive foundation for businesses to not only build
relationships with connected customers, but improve customer and employee relationships overall.

Adapt or Die!

(cc) Brian Solis, www.briansolis.com - @briansolis
Brian Solis is principal at Altimeter Group, a research-based advisory firm. Solis is
globally recognized as one of the most prominent thought leaders and published
authors in new media. A digital analyst, sociologist, and futurist, Solis has studied and
influenced the effects of emerging media on business, marketing, and culture. His new
book, The End of Business as Usual explores the emergence of GenerationC, a new
generation of customers and how businesses must adapt to reach them. Engage, Solis'
previous book, is regarded as the industry reference guide for businesses to build and
measure success in the social web.

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(cc) Brian Solis, www.briansolis.com - @briansolis

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