People of Ad Tech: Altimeter Analyst Brian Solis

Brian Solis, a principal analyst at Altimeter Group and an award-winning author, tells WIT Strategy Partner Bill Brazell about his new book, “X: The Experience When Business Meets Design.” Solis argues that businesses have entered a new era, in which your brand is defined by those who experience it. (Bill suggests that Disney may understand this everywhere but in its call center.) Solis notes that businesses have learned to ask ‘How quickly can we get someone off the phone?,’ rather than the question they should be asking: ‘How does this experience make our customer feel?’

Music: “Morning Rays” by Jim Duffy. Used with permission.