|About the Book|
In the current Web 2.0 mobile phone generation, are you wondering why among many businesses, there are only a select few stellar performers like Google and Apple delivering sustained value to customers and shareholders?As this book explores, inMoreIn the current Web 2.0 mobile phone generation, are you wondering why among many businesses, there are only a select few stellar performers like Google and Apple delivering sustained value to customers and shareholders?As this book explores, in these particularly challenging economic times, and at a time when American companies are rapidly loosing competitive advantage, for businesses to survive, it’s important to answer the initial driving question as to why there are so few stellar performers. For virtually any business manager or aspiring MBA student, there are compelling, easy to implement, highly profitable solutions learned through countless hours of interacting with consumers in the $26 Billion Web 2.0 Internet and $1 Trillion telecommunications industries. Lessons that enabled success in my businesses are leveraged for readers here. In my current business, we first and foremost, drive user engagement, optimize communication, and affect much better outcomes between users (what we call the ECO effect). Secondarily, and as a dependent function of the ECO effect, we predict behavior and drive revenue for ad and coupon sponsors. This includes arming sponsors with performance measures and empowering them to reward efficient advertising. It all begins with user experience as the foundation- everything else is aligned around users.We drive the ECO effect and align our product solutions, design, roadmap, and value propositions based on our diagnosis, detailed understanding, and treatment of key user addictions, deprivation, and burning pain. We key on users underlying addictions for personalization, voyeurism, control, and bargains that drive user identity and self esteem.It seems that the better part of user addiction is premised upon environmental factors. This is particularly true of addictions such as personalization, voyeurism, and control over content among the current social network generation. Part exploratory, part common sense anecdotal, this must read work is intended to be an evocative, though provoking, and action oriented guerilla marketing manual. It gives valuable insights into how consumers think, act and how marketers can better understand these perspectives in driving the cornerstones of user experience and value- engagement, optimal communication, and arriving at much better outcomes.