CHAPTER 2
[THE JOURNEY OF BUSINESS TRANSFORMATION]
TOTAL RECALL
SORRY, WE’RE CLOSED
[THE JOURNEY OF BUSINESS TRANSFORMATION]
MEET THE NEW GENERATION OF CUSTOMERS . . . GENERATION C
THE NEW CUSTOMER HIERARCHY
THE DIM LIGHT AT THE END OF THE FUNNEL
THE ZERO MOMENT OF TRUTH
THE ULTIMATE MOMENT OF TRUTH
OPENING A WINDOW INTO NEW CONSUMERISM
THE DYNAMIC CUSTOMER JOURNEY
INSIDE THE ELLIPSE: EMBARKING ON THE DCJ
IMPROVING THE UMOT TO OPTIMIZE THE ZMOT
THE SIX PILLARS OF SOCIAL COMMERCE
THE IMPORTANCE OF BRAND IN AN ERA OF DIGITAL DARWINISM
WHY USER EXPERIENCE IS CRITICAL TO CUSTOMER RELATIONSHIPS
INNOVATE OR DIE
THE DILEMMA’S INNOVATOR
THE HERO’S JOURNEY
A mind that is stretched by a new experience can never go back to its old dimensions.
—Oliver Wendell Holmes, Jr.
[THERE’S A HERO IN EVERY ONE OF US]
American mythologist, writer, and lecturer Joseph Campbell is lauded for his work in comparative mythology and comparative religion. In 1949, he published The Hero with a Thousand Faces1 where he traced the journey (rise, death, and rebirth) of the archetypal hero. His theory suggested that all historical myths from around the world, many surviving thousands of years, share a common story, stages, and outcomes.
Over the years, Campbell’s work has become known as the Hero’s Journey. The journey that lies ahead for you is in many ways similar to that of Campbell’s heroes:
“A hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered ...
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