Digital Sense

Acknowledgments xiii
 
Foreword xvii
 
Preface A Tale of Two "Tweeties" xxi
 
The "Save Our Chiefs" Movement xxix
 
Optus in Australia xxxiv
 
The Genesis of this Book xxxvii
 
Section I OVERVIEW 1
 
1 The Game at Speed 3
 
Why Your Organization Needs a Digital Sense DNA Layer 3
 
The Game Has Forever Been Changed 4
 
Bits of Knowledge 8
 
Who Is This Book For? 9
 
2 Influencers, Zombies, and Everything Between 11
 
The Rise of Digital Transformation 11
 
Attention and Trust 14
 
Influencers, Amplifiers, Motivatables, and Zombies 16
 
Section II BUILDING A CUSTOMER-CENTRIC ORGANIZATION 23
 
3 Introducing the Experience Marketing Framework 25
 
The Framework to Ask Powerful Questions 26
 
The Experience Marketing Framework 28
 
Customer Experience Is the Battleground in a Digital World 30
 
Takeaways from Introducing the EMF 31
 
4 The Insights Layer 33
 
The Customer Is the Main Thing 34
 
Customers, Competitors, and Forces 37
 
The Customer 38
 
The Importance of Persona and Customer Journey Mapping 40
 
Audience Development Exercise 41
 
Look Honestly at Your Competitive Landscape 43
 
The Customer Is the Asset 47
 
"Use the Force, Luke!" 50
 
The 6 Ds (Phases) as Classified by Peter Diamandis 51
 
5 Mind over Organizational Matter 61
 
Mind and Brain Mechanics 101 62
 
Substance Is All Around Us. We Just Need the Thought. 64
 
The Stick-Person Explained 67
 
Understanding the Mind Using the Stick-Person Graphic 69
 
The Six Intellectual Faculties 74
 
What to Do When the Zombies Attack 80
 
Break through Your Comfort Zone 80
 
Nothing Stays the Same! 81
 
6 The Vision Layer 91
 
The Vision Layer + Social Business 93
 
The Vision Layer Exercises 93
 
Customer

"This book is a requirement for leaders who, like me, believe that building companies that put their people and their customers in the center of every decision and strategy is the only way to go." ~ @petershankman Peter Shankman, author of Nice Companies Finish First and founder of Help a Reporter Out (HARO) and the Shankminds Entrepreneurial Community
 
"This book equips managers and professional communicators with new tools to increase customer satisfaction and, even, employee happiness. This book keeps you from being a digital @#%hole and making mistakes that can cause deep pain for those who watch over a company's reputation." ~ @scobleizer Robert Scoble, technical evangelist, futurist, author at Scobleizer
 
"Organizations that fail to treat the customer as the #1 asset in a digital world will face extinction and this book and practical solutions will help leaders implement and build a customer-centric marketing plan that is both innovative and reliable." ~ @jeannebliss Jeanne Bliss, author of Chief Customer Officer 2.0 and cofounder Customer Experience Professionals Association
 
"The next 20 years will see more change than the previous 300 and this book will help organizations build an agile strategy that gives them a sustainable model for navigating these shifts with a human-centric culture and customer experience." ~ @gleonhard Gerd Leonhard, futurist and author of Technology vs. Humanity
 
"Digital Sense is common sense for the digital world -- but for most organizations, it's not common yet. Travis and Chris do a terrific job of explaining how to successfully adapt your business to this new environment with a thoroughly engaging narrative. Two thumbs up!" ~ @chiefmartec Scott Brinker, CTO, author, and chair of the MarTech Conference
 
"These days, your competitive advantage will come from your ability to focus your entire company on creating the ultimate customer experience. Travis and Chris will show you how. Written