Seamless

Achieve brand success with smarter change management and seamless transformation

Seamless is a guide for transforming your brand and heroically taking your business into the future. Customers are sick and tired of the inconvenience, friction, arrogance and grating seams they experience on their customer journeys caused by brands undergoing awkward and haphazard change. This book shows you how to remove the external and internal seams for a smooth transition between marketing channels, to provide a transformative customer journey. Anders Sörman-Nilsson, futurist and author of Digilogue (Wiley 2013), reveals the key factors to designing a cohesive and agile brand that is fit for the future. This book looks at on-the-ground implementation of Digilogue ideas, giving you a first-hand account of how emerging technology has evolved and disrupted the business landscape since 2013. You'll learn the trials and tribulations of omnichannel marketing, change leadership, start up thinking versus a heritage (and family) business legacy and why there has never been a better time to implement seamless technologies in your business.

The future doesn't unfold neatly — in fact, it's often a disruptive slap in the face. Seamless is the key to a successful business future, and this book shows you how to make seamlessness work for your company, starting today.

• Design away the friction with transformative customer experiences
• Weave disparate channels and parts of a brand together into a seamless whole
• Take an integrative, rather than additive, approach to communications
• Achieve the highest level of customer intimacy, the key to customer loyalty
• Drive seamless change inside your organisation by designing journeys of constant adaptation

Communication channels continue to proliferate, and simply adding every new flash in the pan is a sure path to ruin. You need to bring together every part of your brand into a cohesive whole, one with deliberate, strategic structure and wholeheartedly gather all your stakeholders around it. Seamless shows you how to remove the scar tissue, reveal your brand's fresh edge and meet the future curious, agile and open-minded.

Anders Sörman-Nilsson (LLB/ EMBA) is the founder of Thinque— a strategy think tank that helps executives and leaders convert disruptive questions into proactive, future strategies—and the author of Digilogue.

As an Australian-Swedish futurist and innovation strategist he has helped executives and leaders on 4 continents map, prepare for, and strategise for foreseeable and unpredictable futures. Since founding Thinque in 2005, he has worked with and spoken to clients like Apple, Cisco, Mercedes Benz, Hilton, SAP, Gartner and Macquarie Bank.

To connect with Anders or www.anderssorman-nilsson.com

The way people shop and buy has fundamentally changed. Through the unique lens of the Hero's Journey, Seamless takes readers on a tour de transformation of buyers and businesses in the digital era. Brian Halligan, co-founder and CEO, Hubspot, NYSE: HUBS When the unstoppable force of Anders' furious futurist's intellect crashes into the immovable object of his mother's sense of family and tradition, sparks fly. Our hero's journey turns out to be anything but seamless. It holds lessons for all of us pushing the digital envelope in a persistently analogue world. Mike Hanley, Head of Digital Communications, World Economic Forum Anders has never been one to settle and as a result, we are all benefactors of his restless, curious nature, of his fresh ideas, well-plotted hypotheses and that ingenious way he wraps up the past, present and future into a timely, mind-bending bundle for readers to unpack. Lisa Messenger, founder and editor-in-chief of Collective Hub The future doesn't unfold seamlessly--often, it's a slap in the face. How do we shed the scar tissue keeping us locked in the status quo? Transformation can be restorative or destructive--the difference is in the approach. The future belongs to those brands that are able to weave together the past, the present and the future into a seamless and inspirational hero's journey. Seamless provides the antidote to the friction, inconvenience, arrogance and grating seams that turn customers away and cement organisational inertia. In this insightful book, author and futurist Anders S

The way people shop and buy has fundamentally changed. Through the unique lens of the Heros Journey, Seamless takes readers on a tour de transformation of buyers and businesses in the digital era. Brian Halligan, co-founder and CEO, Hubspot, NYSE: HUBS When the unstoppable force of Anders furious futurists intellect crashes into the immovable object of his mothers sense of family and tradition, sparks fly. Our heros journey turns out to be anything but seamless. It holds lessons for all of us pushing the digital envelope in a persistently analogue world. Mike Hanley, Head of Digital Communications, World Economic Forum Anders has never been one to settle and as a result, we are all benefactors of his restless, curious nature, of his fresh ideas, well-plotted hypotheses and that ingenious way he wraps up the past, present and future into a timely, mind-bending bundle for readers to unpack. Lisa Messenger, founder and editor-in-chief of Collective Hub The future doesnt unfold seamlessly--often, its a slap in the face. How do we shed the scar tissue keeping us locked in the status quo? Transformation can be restorative or destructive--the difference is in the approach. The future belongs to those brands that are able to weave together the past, the present and the future into a seamless and inspirational heros journey. Seamless provides the antidote to the friction, inconvenience, arrogance and grating seams that turn customers away and cement organisational inertia. In this insightful book, author and futurist Anders Srman-Nilsson shows you how to smooth transitions, integrate disparate channels and give your customers the streamlined experience they crave. This is your handbook for achieving a seamless future for your brand. Learn how to: design transformative customer journeys turn your customers into fans and brand advocates use your stories to develop your brand personality overcome futurephobia to inspire transformational business growth. The future belongs to those who can adapt, evolve, and embrace the future, while at the same time keeping an eye to the present and the past. Seamless provides on-the-ground perspective and critical guidance for thriving in a changing digital world.

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