What's the Future of Business, the latest book from Brian Solis explores in a fun, visual and insight way, how connected consumerism breaks down into Four Moments of Truth, the role of technology in decision-making, and how businesses need to create experiences that mean something in each stage and also spark engagement between consumers based on those experiences. www.wtfbusiness.com

1. Media Portfolio
What’s the Future of Business by Brian Solis
Table of Contents
Brief Overview Page 2
Summary Page 3
The WTF Experience Page 3
The Four Moments of Truth Page 4
The Story of WTF Page 5
Praise Pages 6-7
Artwork Pages 8-12

2. Brief Overview of WTF
The book is called What's the Future of Business: Changing the way businesses
create experiences. It's an intentional title that nets down to WTF -
www.wtfbusiness.com
The book explores in a fun, visual and insight way how connected consumerism
breaks down into FourMoments of Truth, the role of technology in decision-
making, and how businesses need to create experiences that mean something in
each stage and also spark engagement between consumers based on those
experiences.
The book itself is an experience. Solis designed it withMekanism and
Gapingvoid. It's square-shaped (think coffee table book), full color, and it's laid
out like an analog mobile app.

3. Summary
What’s the Future of Business is not a question. It‟s an answer.
Brian‟s new book continues the journey presented in hislast book, The End of
Business as Usual. He answers an important question, if this is the end of
business as usual, then what‟s next and what do we do about it?
What’s the Future of Businessexplores the ever-evolving landscape of new
consumerism and introduces the importance of shareable experience design.
Brian dissectsthe complex world of consumer behavior and decision-making and
introduces a simplified model for effective engagement at key points in the new
dynamic customer journey. He introduces four distinct moments of truth and
outlines how organizations can create and guide desirable experiences in each
step.
What’s the Future also takes readers on an uplifting “hero‟s journey” to help them
bring about change from the inside out. The end result demonstrates how
experience design amplifies customer relationships, drives word of mouth, and
fosters organic advocacy. The point is that experiences can often trump your
product or service.
The WTF Experience
Brian also set out to try something new with the very traditional model of book
publishing. His goal was to make the book an experience and as such, he took a
creative approach to living up to the book‟s tagline, “changing the way
businesses create experiences.” It‟s designed to be immersive…think of it as an
analog mobile app. The design is striking and also features a neat slider that
guides readers through each chapter.
First, the book is printed in four color and is square in shape, similar to that of a
coffee table book. It was designed in partnership Mekanism (the team behind the
popular Pepsi/Beyonce ad during Super Bowl 2013. Every chapter also features
original artworks based on key themes within each by renown artist Hugh
MacLeod (@gapingvoid).

4. The Four Moments of Truth
Zero Moment of Truth (ZMOT)—Introduced by Google, it‟s what people search
and find after encountering the stimulus that directs their next steps.
First Moment of Truth (FMOT)—Introduced by P&G, it‟s what people think
when they see your product and it‟s the impressions they form when they read
the words describing your product.
Second Moment of Truth (SMOT) —It‟s what people feel, think, see, hear,
touch, smell, and (sometimes) taste as they experience your product over time.
It‟s also how your company supports them in their efforts throughout the
relationship.
Ultimate Moment of Truth (UMOT)—A stage that Brian introduces that brings to
light the importance of shared experiences and why organizations must first
design them rather than just react. It‟s that shared moment at every step of the
experience that becomes the next person‟s Zero Moment of Truth (ZMOT).

5. The Story of WTF
The volume of emerging technologies can overwhelm the best of us. Yet it‟s
impacting business and society alike. In recent years, many top Fortune 500
companies have slipped out of contention as their business models failed to keep
up in these turbulent times. Survival requires constantly adapting as your
customers‟ behavior changes. You need new systems, processes, and intentions
in place to recognize disruption as it happens, assess new opportunities, and
quickly test new ideas.
Is your company equipped to change with your customers? Is it ready and able to
create meaningful experiences that keep them hooked? If not, it‟s time to
recognize how customers are not only changing but also how they‟re sharing
experiences about you and your competition. This is where real transformation
begins.
What’s the Future of Business? is not a question— it‟s an answer. It explains
how experience design helps your business and how you can harness its power
for business growth. This book introduces a new movement that aligns the tenets
of user experience with innovation and leadership to improve business
performance, engagement, and relationships for a new generation of
consumerism. What’s the Future will also inspire you to rethink your business
models, approach, and customer and employee relationships in order to create
amazing, real-world experiences.
You‟ll learn:
Why experiences matter to your business
Why the future of business will come down to these shared experiences
The importance of brand in an era of Digital Darwinism
How to marry user and customer experience with business leadership
Why today‟s designs (and thinking) are failing
How to design experiences around the four Moments of Truth
What’s the Future of Business? teaches you how to start creating and nurturing
incredible and shareable experiences for your customers from the moment your
brand touches them. Learn how to craft experiences that mean something. The
future of your business depends on it.

6. Praise for WTF
“Solis explores the incredible transformation happening in business today, driven
by new social and mobile technologies. In the future, successful businesses will
be „Customer Companies‟—companies that connect with their customers,
partners, employees, and products in entirely new ways.”
—Marc Benioff, Chairman and CEO, salesforce.com
“If anyone understands the multi-screen world we‟re be- coming, it‟s Brian Solis.
Your customers and employees expect rich engagement on multiple screens,
through dedicated experiences for each, with one integrated brand voice. Read
this book.”
—Jesse Redniss, Senior Vice President, Digital, USANetwork/NBCUniversal
“Businesses are falling into a mode of management which cultivates siloes and is
causing them to lose market momentum. Businesses must always compete for
the future, and this book shows what to do to stay ahead of your markets and
avoid being disrupted by technology to the point that you go out of business.”
—Georges-Edouard Dias, Chief Digital Officer, L‟Oreal

7. “Customers are adopting new technology and new „screens‟ at an increasingly
rapid pace. The challenge for businesses is to create delightful and highly engag-
ing experiences that take maximum advantage of those technologies and
devices as they are introduced.”
—Julie Bornstein, Senior Vice President, Sephora Digital
“Developing a social strategy based on trends might be fashionable, but it‟s not
sustainable. The consumer demands more. Brian shows you how to innovate or
die. Pretty easy choice, no?”
—AlizaLicht, Senior Vice President, Global Communications, Donna Karan
International
“The music business has been impacted more than any other media industry in
the last decade, and we‟re still in the midst of our transformation. You have to
recognize that change is constant, and an ongoing evolution is the only option.
This book encapsulates it perfectly: people are looking for meaningful
experiences, and you can only create them by innovating, experimenting, and
defying expectations.”
—Paul Sinclair, Senior Vice President, Digital Media, Atlantic Records

8. Artwork
3-D Cover -
http://www.flickr.com/photos/briansolis/8476892403/sizes/l/in/photostream/
Book Cover -
http://www.flickr.com/photos/briansolis/8511514490/sizes/l/in/photostream/

9. The Four Moments of Truth -
http://www.flickr.com/photos/briansolis/8511533144/sizes/l/in/photostream/
The New Hero’s Journey -
http://www.flickr.com/photos/briansolis/8511519064/sizes/l/in/set-
72157632868668746/

10. Wheel of Disruption -
http://www.flickr.com/photos/briansolis/8511518398/sizes/l/in/set-
72157632868668746/
The Dynamic Customer Journey - Simplified
http://www.flickr.com/photos/briansolis/8383734379/sizes/l/in/set-
72157632868668746/

11. The Dynamic Customer Journey - Expanded
http://www.flickr.com/photos/briansolis/8278952242/sizes/l/in/set-
72157632868668746/
The Cluster Funnel -
http://www.flickr.com/photos/briansolis/8510406737/sizes/l/in/set-
72157632868668746/

12. Rapid Innovation Team -
http://www.flickr.com/photos/briansolis/8511518928/sizes/l/in/set-
72157632868668746/
Additional Artwork -
http://www.flickr.com/photos/briansolis/sets/72157632868668746/detail/