So What Is the Future of Business?

Dorie Clark's Marketing Strategy Blog

This post originally appeared on the Forbes website on May 3, 2013.

Business is changing fast enough that “if you’re not asking questions about what’s different today, you’re on a path of complacency,” says Brian Solis, principal at the Altimeter Group and author of the new What’s the Future of Business?: Changing the Way Businesses Create Experiences. “It’s not necessarily overnight shifts – they’re ongoing and perpetual – but they’re going to change everything the way we know it today. If you’re not competing for the future, you’re by definition competing for irrelevance.”

Of course, that can be a hard pill for many executives and business owners to swallow. “There’s a sense of disorientation, frustration, confusion, and sometimes straight-out ignorance,” says Solis. “WTF [his book title, What’s the Future] was an intentional, cheeky play on words, because I’m saying ‘WTF?’ as often as the next person.” The…

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