Connected by Design E-Book

Barry Wacksman

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 313

Veröffentlichungsjahr: 2014

Beschreibung

In a world of fierce global competition and rapid technological change, traditional strategies for gaining market share and achieving efficiencies no longer yield the returns they once did. How can companies drive consumer preference and secure sustainable growth in this digital, social, and mobile age? The answer is through functional integration. Some of the world's most highly valued companies--including Amazon, Apple and Google--have harnessed this new business model to build highly interactive ecosystems of interrelated products and digital services, gaining new levels of customer engagement. Functional integration offers forward-looking brands a unique competitive edge by using transformative digital technologies to deliver high-value customer experiences, generate repeat business, and unlock lucrative new business-to-business revenue streams. Connected By Design is the first book to show business leaders and marketers exactly how to use functional integration to achieve transformative growth within any type of company. Based on R/GA's pioneering work with firms at the forefront of functional integration, Barry Wacksman and Chris Stutzman identify seven principles companies must follow in order to create and deliver new value for customers and capture new revenues. Connected By Design explains how functional integration drove the transformation of market-leading companies as diverse as Nike, General Motors, McCormick & Co., and Activision to establish authentic brand relationships with their customers, enter new categories, and develop new sources of income. With Connected by Design, any company can leverage technological disruption to redefine its mission and foster greater brand loyalty and engagement.

Leseprobe

Table of Contents

Cover

Praise for Connected by Design

Title Page

Copyright

Dedication

Introduction

A New Model for a New Century

Structure of the Book

Notes

Part One The Model

Chapter 1: The Growth Challenge of the 21st Century: Principle One: Utility is relevance

Your FlavorPrint, Like Your Fingerprint

Technology as Business Transformation

Owning the Space

Notes

Chapter 2: The Digital Revolution: Principle Two: Context is king

Ten Contexts for the New Digital Age

The Eve of Disruption

Notes

Chapter 3: The Ecosystem of Value: Principle Three: Synergy captures customers

Greater Than the Sum of Its Parts

The Birth of a Tech Company

Managing the Ecosystem

Business Transformation

Notes

Part Two Mastering the Model

Chapter 4: The Art of the Possible: Principle Four: Reimagine value creation

Reimagining Products as Services

Reimagining Brands as Accreted Value

Reimagining the Future of the Enterprise

Notes

Chapter 5: The Digital Service Launchpad: Principle Five: Redesign value delivery

Stake Out a New Territory

Deliver Innovation Through Technology

Fill the Gaps in Talent

Embrace Agile Teamwork

Notes

Chapter 6: The Drivers of Connected Growth: Principle Six: Redirect toward value capture

Spotting Trends in Technology

Combining Technology

Prototyping Technology

Accelerating Technology

Focusing on the Right Data

Earning Your Data

Navigating the Road Map of Functional Integration

Notes

Chapter 7: Cultivating an Ecosystem of Value: Principle Seven: Lead like the world depends on it

The Leadership Factor

Lifting the Burden of Internal Obstacles

Making Room for Functional Integration

Opening Up the Ecosystem

Sustaining (and Sustainable) Success

Notes

Acknowledgments

About the Authors

More from Wiley

Index

End User License Agreement

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Guide

Table of Contents

Introduction

List of Illustrations

Figure 3.1

Figure 4.1

Figure 5.1

Figure 6.1

Figure 6.2

Figure 6.3

Figure 6.4

List of Tables

Table 4.1

Table 4.2

Table 6.1

Praise for Connected by Design

“R/GA has remained ahead of its competition by reinventing itself, and R/GA's newest transformation is designed to help brands achieve functional integration.

Connected by Design

outlines how brands like Nike, Google, Amazon, Apple, and McCormick have grown with functional integration and why you'll want to consider it for your brand.”

—Rick Boyko, former director, Virginia Commonwealth University Brandcenter; former chief creative officer, Ogilvy North America

“If you have ever wondered about the secret to the enormous success of companies such as Apple, Google, Nike, and Amazon,

Connected by Design

is for you. This engaging and readable book explains the functional integration business model of these companies. It's a must-read for understanding how to survive and grow in the dynamic and complex age of networks and ecosystems.”

—Jerry Wind, The Lauder Professor, The Wharton School

“Brands that aren't rethinking how to connect their products, services, and communications are leaving brand equity on the table. Functional integration is a great playbook for creating and capturing brand value in the digital age.”

—John Gerzema, chairman and CEO, BAV Consulting, and author, The Athena Doctrine

“

Connected by Design

represents the business course you never took but should have taken, and the design class you never had but now wish you did

.

It prepares your mind and way of thinking for this high-speed world, where more and more value is delivered in the form of digital experiences. Barry Wacksman and Chris Stutzman take you deep into leading companies and share their guiding principles.”

—Keith Yamashita, chairman, SY/Partners and SY/Products

Connected by Design

7 Principles of Business Transformation Through Functional Integration

Barry Wacksman and Chris Stutzman

Copyright © 2014 by Barry Wacksman and Christopher Stutzman. All rights reserved.

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Library of Congress Cataloging-in-Publication Data

Wacksman, Barry, 1964-

Connected by design : 7 principles of business transformation through functional integration / Barry Wacksman, Chris Stutzman. — First edition.

1 online resource.

Includes index.

Description based on print version record and CIP data provided by publisher; resource not viewed.

ISBN 978-1-118-90720-7 (pdf)— ISBN 978-1-118-90721-4 (epub)— ISBN 978-1-118-85820-2 (hardback)

1. Strategic planning. 2. Management. 3. Marketing. I. Stutzman, Chris, 1972- II. Title.

HD30.28

658.4′012— dc23

2014009066

first edition

To my muses, Alexandra and Alexander

.

—Barry Wacksman

To Tara and Finn, my spark and my sunshine

.

—Chris Stutzman

Introduction

They called it “The Day the World Stopped to Run.”

On August 31, 2008, more than 750,000 people participated in the world's largest one-day running event, a 10K run called “the Nike+ Human Race.” Ten thousand gathered to run the course on New York's tiny Randall's Island and then stayed on after for a rock concert. Tens of thousands more ran through the streets of Melbourne, Australia; along the Kallang River in Singapore; and out of Wembley Stadium in rainy London. Hundreds of other, smaller 10K events were organized that same day in cities and towns all around the globe. Runners logged more than four million miles in total and helped raise millions of dollars for cancer research, wildlife protection, and international refugee relief.1

Besides its grand and ambitious scale, the 2008 Nike+ Human Race owned another significant distinction. It was the first large-scale public athletic event to fully embrace the digital age. On the day of the race, runners equipped with Nike+ running shoe systems didn't need to travel to a major city in order to participate. Some never even left their homes. Once they signed up on the Human Race website and paid the participation fee, they could run the 10K anywhere—on their favorite neighborhood routes or even on their home treadmills.