Introduced by Google, it's what people search for and find after encountering the stimulus that directs their next steps. Solis explains that to shape a meaningful experience, you need four "moments of truth." "A moment of truth isn't anything new in business," he admits, referencing 2005 coverage by the Wall Street Journal of Proctor & Gamble's approach to consumer experience and Google's 2012 ebook ZMOT: Winning the Zero Moment of Truth. "Doing so influences others to join the fray while offsetting negative inquiries and the damaging viral effects of shared negative experiences." RELATED: The State of Startups: Is Now a Good Time to Start a Business? Anatomy of an Experience "Businesses must invest in defining not only a positive experience, but also a wonderfully sharable one," Solis writes. Understanding the human factors involved in producing an experience that fundamentally improves how we think, feel or behave is what makes the design of any particular thing interesting and engaging. Focusing on the experience puts us in touch with the more emotional side of ideas. It's the experience that stays with us and makes something meaningful. Whether it springs from a product, process, service, project, new startup or personal performance strategy, it's the experience that matters most. Solis argues that now is the time every business must go beyond price, performance or value-and focus on creating customer experiences. That's a mistake, according to Brian Solis, the author of What's the Future of Business: Changing the Way Businesses Create Experiences. If you're like most, you're thinking about how to market, sell and serve customers. Perhaps you're thinking of starting a new business, or a new line of business in your existing one.
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