In today’s economy, all of us—even those of us who aren’t trained as designers—must become design thinkers. -Daniel Pink
iPad To Go
It’s been a hectic but interesting summer crisscrossing the Atlantic for work. I like catching up on reading during long flights but hate schlepping books, so the iPad is a Godsend.
The sleek tablet lets me carry an array of books, films and music. When I’m too jet lagged to read a dense book, I skim magazines or catch videos. It’s thrilling to have such a wide assortment of mind candy.
One of my favorite apps is WIRED Magazine’s developed by Adobe Digital for Condé Naste. The app lives up to its hype of providing an immersive, highly interactive experience. Gorgeous images and crisp typography rotate with the device, and the layout is just plain sexy. I find myself returning to the app to figure out why it’s so alluring.
“So you got to let me know, should I stay or should I go?” ~The Clash
Why customers do what they do
It feels like we’re at the dawn of a new era in understanding how people — namely our customers — make decisions, and some businesses will benefit enormously. More importantly, customers will soon enjoy more kinds of services designed to better meet their needs.
Our collective thinking is being informed by discoveries in behavioral sciences and behavioral economics about the role of the unconscious mind and the centrality of emotions in driving behavior. Many of these findings are now verifiable through neuroimaging tools.
Among other things, we’re realizing that people aren’t Vulcan-like beings who make choices on a cold, purely rational basis. Individuals — our customers — are complicated and swayed by factors beneath the level of consciousness.
I spent the last couple weeks on assignment in Accra, Ghana. On this trip, I’ve seen more growth than any time since my company started working there in ‘07. This is a period of unprecedented business activity and promising new projects within and beyond the mobile sector. Meanwhile, new competitors from around the world are streaming in. This corner of Africa’s business scene is pulsating.
Astute businesses here are taking steps to preserve their client base and deepen relationships with their customers. We’re privileged to work with a new generation of African business leaders with the courage and determination to transform their offerings to meet the needs of an emerging class of consumers.
While the business world is preoccupied with the global economic recovery, a mobile revolution is quietly reshaping the marketplace in the developing world. In Africa, mobile phones are providing access to communications for millions of people who’ve never had fixed communications let alone cell phones. I’ve written before about the impact that such ‘leapfrogging’ is having on African business. Now, we’re beginning to see exciting and substantial commercial projects taking shape, particularly in the service sector.
One of the more satisfying experiences at year’s end is reaching out to clients, partners and colleagues to thank them for their business and their stalwart support. It’s even sweeter this time while reflecting on an entire decade going back to the early days of my business.
So, then…let us reflect together for a while, consider what matters, what really matters, and then in our wonderfully separate ways, fare forward together. ~ James Hollis
It’s the season to reflect on a year that’s winding down before we turn the page. It feels right to look back on the year. What interesting times these are! Tom Friedman describes this as a period marked by the collision of two forces, the Great Recession and the Great Inflection – referring to the rise of cheap, plentiful technology.
The good news is that the economy is forcing us to adopt new tools more rapidly, accelerating business innovation. But, more tools bring more “noise”, and decibel levels are soaring. Noise distracts us from focusing on what’s important and we seem to be suffering from a collective case of “focus-deficit disorder”. I think it’s hampering our performance.
It’s a story about community and collaboration on a scale never seen before. -Lev Grossman, Time Magazine
The Urge to Connect
History shows that that when robust tools serve a powerful human drive, revolutionary changes occur. That’s happening now as social media enable people to satisfy their primal urge to connect with each another. Social media are ubiquitous, cheap, and accessible, and their widespread use is having a profound impact on business.
While the technology is grabbing the headlines, the more interesting story is how people around the world are using social media. They’re fulfilling their desire to connect with each other, forming communities in the process. The communities function like virtual beehives — amorphous, dynamic structures where members coalesce to share information.
Smart companies recognize the commercial value of communities. They treat community members more like stakeholders than consumers. Instead of broadcasting their messages at them, they engage followers in dialogue. In time, followers can be converted to evangelists. In a hyper-connected world, evangelism carries messages fast and far, boosting the value of the brand.
You never know with these things when you’re trying something new what can happen. This is all experimental. ~Richard Branson
Over the years, there have been surprisingly few breakthroughs in the airline customer experience - until recently. Sir Richard Branson’s venture into the U.S. market, Virgin America, (VX) is redefining air travel by providing passengers with a fresh, distinctive on-board experience. The carrier is less than two years old but it’s quickly becoming a template for what’s possible in the future.
The choices VX is making demonstrate a “customer experience mindset” that’s all too rare in the industry. It’s evident that the VX team devoted their attention to passenger comfort and convenience. Features “baked in” to the customer experience include seats with power-outlets and USB ports. Cabins in their new A320s have soft mood lighting.
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