Will Roney

Book Review – The End of Business as Usual by Brian Solis

In Non-Fiction Writing on December 31, 2011 at 18:07
The End of Business As Usual: Rewire the Way You Work to Succeed in the Consumer Revolution
Change is afoot, and there is no better person placed than Brian Solis. A true guru of business change in the modern, connected world, he has written many words on the subject of how businesses need to adapt to a more communicative way of trading.

Gone are the sureties of hierarchy and status, and usurping these knowns are the unknowns of social media in the form of Twitter, Facebook and Google. There are many, many other ways of communication with modern customers.

And it’s all about the consumer. The Pandora’s Box of business has been opened and they are taking their economic power, wielding it harder and harder to make their money go further. In order to win their patronage the traditional businesses need to reorganise to survive.

It may have been acceptable for a business to tack on a Facebook page or a Twitter stream to be seen to engage with their customers, but the author argues that you have to make these tools work for you. You need to feed your customer information, listen to their questions, and make sure that they feel as though they are being looked after.

This revolution of consumerism is a rebalancing of the economy in favour of the little person. And these connections are being bolstered with connections of connections of connections… With the power of word of mouth, it’s possible for a product or a service to be lauded or destroyed with minimal effort.

By following this book’s proposal, a company becomes more than just bricks, mortar and a profit/loss account. The great companies that engage with their customers will survive, the others will not. By talking and adapting to the needs of their customers, there is the possibility of virtuous (or destructive) spirals to be created. The trick is to mould into a business that provides exactly what the customer wants, in a way that makes them feel like equals. This equality is the key to a long-lasting modern business relationship.

Reading “The End of Business as Usual” will inspire even the most cagey of readers into trying to be a better communicator. This has to be on the shelf of anyone interested in the future of modern business.

Have you enjoyed this review? If you have, click through and buy the book HERE!
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