Digital Selling Modern Marketing Engine Podcast

Digital Transformation Takes an OPPOSITE Approach

Brian Solis, Principal Analyst at Altimeter Group, a Prophet Company, discusses recently published research describing the OPPOSITE framework to digital transformation and his latest book X: The Experience When Business Meets Design.

Brian Solis is Principal Analyst at Altimeter Group, a Prophet Company, and an award-winning author, keynote speaker and digital anthropologist. Brian’s focus on digital transformation in his recent research on the 8 Success Factors of Digital Transformation inspired me to extend the invitation to him to share the key findings on our podcast.

Through Brian’s research, he and Jaimy Szymanski, Digital Experience Analyst at The Altimeter Group, uncovered a framework many digital leaders follow unconsciously – the “OPPOSITE” approach. This unusually long acronym represents a compilation of eight best practices guiding today’s successful organizations through their digital transformation. Listen to this episode to gain valuable insight into Brian’s findings about the digital customer experience, as well as a look into Brian’s latest book X: The Experience When Business Meets Design.

On this episode you’ll discover:

  • How Altimeter Group is an analyst firm that studies disruptive technology and publishes reports following their open-source research model.
  • How Brian spends his nights and weekends as a digital anthropologist studying human behavior and the impact of digital.
  • Why Brian says analysts are good at filling in the gaps based off experience and how he has been able to do so with his research and social science studies.
  • How Brian’s current book, X: The Experience When Business Meets Design, examines the complexity of current business practices and business climates.
  • Why Brian says there’s no such thing as a traditional customer anymore and how psychographics is gaining importance over demographics in understanding customer behavior.
  • How the digital customer experience (DCX) is growing because swift evolution is causing the traditional customers to shrink.
  • How the “OPPOSITE” framework is laid out in the 8 Success Factors of Digital Transformation report, and how it was developed based on 34 interviews with leading brands.

  • How Sephora, Starbucks and GM are taking an approach similar to the OPPOSITE approach to go through a business transformation, not just a digital transformation.
  • How Brian says the change that business leaders interviewed for this report go through in a business transformation use the OPPOSITE approach.
  • Why it took Brian three and a half years to write his latest book, X: The Experience When Business Meets Design, and how he wrote WTF (What’s the Future of Business) in that span of time, too.
  • How experience is very personal to Brian and how he made his book WTF as an experience to disrupt his own authorship.
  • Why Brian says businesses must “architect” the experience that is relatable, relevant and wonderful to the customer and why you shouldn’t leave experience up to chance.
  • Why Brian says customer experience is the sum of all engagements a customer has with you in each touchpoint and throughout the customer journey, and how it should be built against an experiential standard.

“Businesses must architect an experience that is relevant and wonderful to the customer.” @briansolis
Tweet This

Featured On This Episode:

There are TWO WAYS you can listen to this podcast with Brian Solis.

You can click the Listen Now button at the top of this page… Or, you can listen from your mobile device’s podcast player through iTunes or Stitcher.

By Bernie Borges

Bernie Borges is Co-founder and former Chief Customer Officer of Vengreso, the leader in virtual selling skills training and technology for today's modern sales rep. He was also the host of the award-winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a speaker and voice over talent. He has a passion for aligning marketing, sales, and customer success for great customer outcomes and sustained revenue results. Bernie is a fitness buff and enjoys kayaking with his family in Tampa Bay.