C-Suite Network™

Menu

Category: Industries

Categories
Best Practices Entrepreneurship Industries Marketing Personal Development Sales

PR & Marketing Secrets for a Successful Book Launch

The 7 Absolute Musts to Boost Book Sales

Finally! You finished your book and it is ready to publish! You’ve spent months – possibly even years – perfecting this literary masterpiece and now that the hard work is over, it’s time to sit back and let the royalties roll in…

If only it were that simple.   

Whether you decided to self-publish or if you chose the traditional route, if you launch your book without a marketing plan, the truth is FAR fewer people will read it. With over 4000 books published each day in a growing crowd of competition, it takes careful planning and an action-oriented marketing strategy to get your book the attention it deserves. Even if your publishing company has its own marketing department, remember, no one will fight for your book as much as you will.

So now that the launch date is set (or almost set) what do you need to do?

Google provides an overwhelming list of book launch to-dos, but our team of book marketing experts whittled it down to the 7 ABSOLUTE MUSTS for a successful book launch. The following advice shows both self and traditionally published authors how to stand out from the crowd and get more eyes on their book.

1. Create a Launch & Marketing Plan:

Your launch plan is a blueprint to your entire book launch. It outlines what you need to do, when you need to do it, and the resources, people, and tools you will need to get it all done. A successful book launch begins with a marketing plan. (Luckily for you, the following list is everything you need for your marketing plan.)

2. Create a Media Kit:

When a journalist or reviewer asks about your book, you need to be prepared. The purpose of a media kit is to grab the attention of journalists and producers and make them want to write a review, article, or do an interview with you. The media kit should be a one-stop shop with all the information needed to get this done.  

The basic information you should include in your media kit is:

  • Contact Information: Your name, email address, phone number.

 

  • Book Facts: Website, release date, retail price, purchasing information.

 

  • Book Details & Author Info: Brief author bio, and a short book description or synopsis. (Remember, brevity is key. Your bio and the book synopsis should only be a few sentences each.)

 

  • Attention Grabbers: This is where you can get creative and really sell your book!  Why do people want to read it? Does it fill a void or respond to a current trend or need? Perhaps you want to include a bulleted list of interview talking points, or a few article headlines or pitch ideas. At the very least, include a few sentences describing the main reason to buy.

 

  • Reviews / Awards: What are people saying about your book? Has it won any awards or gotten positive feedback? The media should know! The review doesn’t have to come from a famous critic or top news outlet – but if you have one, that’s great! –  A positive Amazon or Facebook review works perfectly.

 

  • Images: One or two high resolution photos of the book cover and one author headshot.

 

  • Media Release/ Press Release: Almost all of the above items can be included in a media release or press release. A press release is formal in tone. It is written like a news story and includes information that is more factual than promotional. Even if you are not sending it out on the official wire (through a service like PRweb), there are specific style and formatting guidelines you should follow to ensure journalists can read your information quickly and easily. In contrast, Media releases are less formal and more visually appealing. They can be sent via email to media contacts and in our experience, these are the best way to get interviews and print placements.

There are a variety of different ways to organize the above information in a media kit.  Some authors make giant media kits filled with every document, pdf, and picture related to the book. Others include only the nitty gritty. We recommend organizing the information into 2 PDFs (one fact sheet and one media release) and several images.

3. Get your Social Media in Order:

You likely already have a personal profile on Facebook, but creating a public author page is also important. This tip might sound obvious, but because we see so many authors make this mistake, the case for public profiles had to be included in this list. So here it is:

In general, public pages have better tools for advertising and promotions and they have more capabilities and plug-ins which will give your fans (or anyone who views your page) a better experience. Pages give you the ability to add “call-to-action” or “buy-now” buttons, review pages, landing pages, and so much more. They provide in-depth statistics and insights into your fans’ behaviors so you can better target ads.

In addition to just looking more professional, Facebook pages are optimized so that people can find you more easily (and since many people today use Facebook like a search engine, this is important.)

4. Website and/or Sales Page:

You don’t need to be an internet wiz or spend a fortune hiring HTML coders, but a good landing page is crucial for book sales. Your website should include a compelling description of the book, photos, reviews, and information about you as the author. Above all, it should contain all purchasing information and links with a clear “call-to-action” to buy.

5. Get Book Reviews:

Reviews aren’t just important, they are vital. Reviews give books greater visibility and a greater chance of getting found by more readers. They provide social proof that your book is worth buying. Your reviews will go in your media kit, on Amazon, on your website, and more. You’ve probably received ringing endorsements from your friends and family – (and if you haven’t, or if you haven’t gotten them in writing, what are you waiting for?!)

Remember, the more people that read your book, the more reviews you will get. Send advanced copies of the book to everyone in your close network and ask them to review on Amazon, Facebook, or other social platforms. Even a positive feedback sent via email is great for your arsonal of endorsements.

Amazon and Facebook reviews are great. What’s even better? Reviews from trusted news sites or medias authorities. To get your book reviewed or featured by established media outlets, send advance copies of your book and media kit to book critics, bloggers, and review sites. If you don’t have access to a media list or database like Cision, you will have to do some Google research to find the right person to speak with. Also, be sure to include a personalized note explaining who you are and why you think they would be interested in your book.   

6. Get the Word Out – Media Attention:

Media attention is the best way to boost sales and get the word out about your book. Doing author interviews (radio, podcast, tv), writing a newspaper opinion piece, or getting quoted in a magazine will give you more credibility and social proof than anything else.

A compelling media pitch is key to landing these placements. Your pitch should outline why your story would be a great fit for their show (or magazine, news site, etc) and what their audience would gain from what you have to say. Remember, unless you are reaching out to the media with an explicit request for them to review the book, your pitch can’t sell the book too hard. (Pitches that are too promotional get sent to the sales department to buy ad space.)  Instead, your pitch should sell you and your message and they should be customized to fit to the outlet/contact that you’re pitching.

Once you have a killer pitch, make a media list of who to send it to (include outlets on both the local and national level.) Again, if you don’t have access to a media list or database like Cision you will have to do some Google research to find the right person to speak with (usually a journalist, editor or producer.)

7. Recruit a Launch Team:

When launching a book there is so much that needs to be done. The above list includes only the most important items and even this list is overwhelming! That’s why you need a launch team. Whether they are hired help or volunteers, your launch team will help you pull everything together (from soliciting reviews, booking interviews or media appearances, scheduling bookstore events, organizing the launch party, and promoting on social media…even just hearing you vent.) Recruit a few close friends and/or hire a professional to ensure things run smoothly and you make the most out of your big day.  Remember, behind every successful author is a great support team.

Have marketing questions?  Want to strategize? Need to vent?

Farrow Communications has got your back.

Call us at 866-949-6868 or click HERE to schedule a free strategy session.

Categories
Best Practices Entrepreneurship Industries Management Marketing Personal Development Sales Technology

Using Mobile Apps to Transform Business Processes

As our need for just-in-time information flourishes, our reliance on traditional technological processes has decreased significantly. The shift from personal computers to mobile devices has picked up now more than ever. It is difficult to determine whether stationary computers will vanish into obscurity; however, there is no doubt that mobile devices are here to stay. Our reliance on these ingenious pieces of technology is overwhelming. Tremendous time and energy are saved through the use of a mobile device, as we can access information anywhere with ease.

The expansion of new types of tasks that are carried out using mobile devices has arrived. Smartphones can solve nearly every need of their users, from providing detailed directions anywhere around the globe to enabling access to the cloud at all times. We take these benefits for granted as the opportunities provided by our devices become more and more integrated into our everyday lives.

The information that we seek is not freely floating on our devices. Mobile applications are the key to the success of these devices, as they provide a gateway to our needs as consumers. Whether it’s the weather forecast, the highest-rated local coffee shop, a traffic report, or a stock market update, it’s an app that provides the answer.

At just over one hundred billion, the number of app downloads around the world to date is astonishing. And this number is expected to grow even further in the coming years.

Although mobile applications are commonplace today, most consumers think “personal use” when they think of apps. We all understand that there is an app for our favorite social media site or a card game app we can kill time with while waiting, but in what other ways can apps be leveraged, and who can benefit from them?

The answer is businesses.

I have seen businesses of nearly every size begin to see the potential behind creating an app for customers. Retailers can now move even further online to adjust their business model to the changing times. Transportation services have created apps that convenience users by helping them navigate routes and times, all while providing pricing. Some financial institutions allow their customers to scan and digitally deposit checks from their smartphones. These applications are beneficial; however, they are far from the only practical mobile business apps.

Mobile applications for business processes are now more prominent when it comes to how businesses run from day to day. Applications created specifically for the operational side of an organization have gained traction. The benefits of employing an app for use on a mobile device to transform a business process begin with the very reason we use apps in the first place: convenience.

For example, instead of handwriting notes on data or inventory while out of the office, an application that allows data to be entered on the spot by typing or talking removes an otherwise lengthy process. That saved time can then be better spent visiting clients and prospective customers, providing convenience in an otherwise tedious operation.

Another example of a mobile app for a business’s internal use is one that facilitates mobile sales. For deals that close quickly or unexpectedly, organizations can have contracts signed electronically, no matter where a meeting may have taken them. Presentations and data can be displayed at a moment’s notice if needed, as well. Data on previous deals made with a customer can be easily accessed while heading to meet with him or her.

Mobile apps can streamline processes, including supply chain, purchasing, distribution, or maintenance processes, so that a business can run as productively as possible. With information available on demand via mobile device from one accessible location, organizations tend to increase productivity and identify areas that need further improvement, which can reduce cost inefficiencies while increasing revenue.

Communication and collaboration are improved through mobile apps for business processes, as employees begin to more clearly understand roles and discuss the discrepancies highlighted by the application. Employees instantaneously become more productive, as time is saved through the assistance that mobile applications provide.

Business applications can be purchased and modified by organizations, or designed from scratch to fit the unique needs of a business. By creating a mobile app tailored to its business, an organization gains a competitive edge from having something unique in its industry. There are dozens of businesses that specialize in creating mobile apps to fit the unique needs of their customers.

The ways in which mobile applications can be used is seemingly endless, and right now, mobile apps for business processes represent a growing Hard Trend that every organization should address, as such apps can streamline internal processes. If productivity and effectiveness are your long-term goals, ask yourself how you can use mobility to improve every business process.

Innovation leads to disruption, not being disrupted. Learn more with my bestselling book The Anticipatory Organization. I have a special offer for you.

Pick up your copy today at www.TheAOBook.com

Categories
Best Practices Culture Entrepreneurship Industries Leadership Skills Technology

The Industry 4.0 Advantage

This visceral image of “industry” being gritty and exclusively blue-collar is true to some degree, but when “4.0” is added to it, it takes on a whole new meaning, and blue-collar workers end up believing the narrative that robots and artificial intelligence (A.I.) will delete their jobs.

Though common, this fear is unwarranted. Despite the now-proven Hard Trend that A.I., advanced automation and robotics, 3D printing, and other industrial Internet of Things (IoT) advancements often replace mundane tasks in manufacturing, Industry 4.0 transformations allow us to work alongside machines in new, highly productive ways.

Industry 1.0 to 4.0

Manufacturing in every industry has evolved as four distinct industrial revolutions since the 1800s. The first industrial revolution took place between the late 1700s and early 1800s. Manufacturing evolved to optimized labor performed by the use of water- and steam-powered engines with human beings working alongside them.

The second industrial revolution began in the early part of the 20th century, introducing steel and use of electricity in factories. These developments enabled manufacturers to mobilize factory machinery and allowed for capitalizing on manpower in mass production concepts like the assembly line.

A third industrial revolution began in the late 1950s, which brought with it automation technology, computers, and robotics, increasing efficiency and repositioning the human workforce. Near the end of this period, manufacturers began experiencing a shift from legacy technology to an increase in attention to digital technology and automation software.

The current industrial revolution is Industry 4.0, which increases interconnectivity and networked intelligence through the Internet of Things (IoT) and other cyber-physical systems. Industry 4.0 is far more interlinked than revolutions before, allowing for improved company communication and collaboration.

The general definition of Industry 4.0 is the rise of digital industrial technology. To better understand, let’s take a look at nine building blocks of Industry 4.0.

Big Data and Analytics

Industry 4.0 allows for streamlining, collecting and comprehending data from many different sources, including networked sensors, production equipment, and customer-management systems, improving real-time decision making.

Autonomous Robots

The ability for robots to interact with one another while accomplishing rhetorical tasks increases productivity and opens new job opportunities for employees willing to learn new things. These future autonomous robots will cost less while having greater range of capabilities.

Advanced Simulation

Advanced simulations will be used more extensively in plant operations to leverage real-time data, mirroring the physical world in a virtual model. This includes machines, products, and humans and allows operators to test and optimize the machine settings in the virtual world first, accelerating a predict-and-prevent operational strategy for downtime issues.

Horizontal and Vertical System Integration

Universal data-integration networks in Industry 4.0 increase connectivity among departments, suppliers, and partners. This resolves lack of communication or miscommunication within a project crossing departmental boundaries.

Industrial Internet of Things (IIoT)

Decentralizing analytics and decision making while enabling real-time feedback is key in today’s age. IIoT means connected sensors, machines communicating with each other, and more devices having embedded computing enabling Edge Computing, where networked sensors get new data instantly and automated decisions happen faster.

Agile and Anticipatory Cybersecurity

Secure means of communication and identity management is quite important to cybersecurity in Industry 4.0, as increased interconnectivity brings the risk of security issues. Manufacturing companies must pre-solve problems in cybersecurity and implement anticipatory systems by adding a predict-and-prevent layer to A.I.

Advanced Hybrid Cloud and Virtualization

As data increases, local storage will not suffice, which brings us to Cloud Services and Virtualization. Elements of high-speed data analytics coupled with A.I. and machine learning enable real-time knowledge sharing. Advanced Cloud Services also enable anticipatory predict-and-prevent strategies.

Additive Manufacturing (3D Printing)

Advanced additive-manufacturing methods will be integrated into mass production systems, providing a new level of speed and customization along with the ability to solve complex manufacturing problems while also functioning as a standalone system for custom manufacturing.

Augmented Reality

According to my Hard Trend Methodology, this relatively new technology will gain more traction as augmented reality (A.R.) apps for business and industry are developed. For example, in Industry 4.0, AR can help quickly find parts in a warehouse by looking around from one location.

The adaptation of any of the new technologies in Industry 4.0 will face an uphill battle, as blue-collar manufacturing industries are not often open-minded about embracing new technology often seen as a job eliminator. Embracing the ever-changing spectrum of Industry 4.0 technologies allows acceleration of innovation, pre-solving seemingly impossible problems, and developing and implementing digital manufacturing solutions.

Leaders should help their managers and employees anticipate disruption and change to get excited about learning new skills that will keep them employed and ensure development in their careers. Start with my latest book The Anticipatory Organization – I have a special offer for you!

Categories
Best Practices Entrepreneurship Industries Management Personal Development Technology

Artificial Intelligence: Disruption or Opportunity?

Artificial intelligence (AI), one of twenty core technologies I identified back in 1983 as the drivers of exponential economic value creation, has worked its way into our lives. From Amazon’s Alexa and Facebook’s M to Google’s Now and Apple’s Siri, AI is always growing — so keeping a closer eye on future developments, amazing opportunities, and predictable problems is imperative.

IBM’s Watson is a good example of a fast-developing AI system. Watson is a cognitive computer that learns over time. This cognitive AI technology can process information much more like a smart human than a smart computer. IBM Watson first shot to fame back in 2011 by beating two of Jeopardy’s greatest champions on TV. Thanks to its three unique capabilities — natural language processing; hypothesis generation and evaluation; and dynamic learning — cognitive computing is being applied in an ever-growing list of fields.

Today, cognitive computing is used in a wide variety of applications, including health care, travel, and weather forecasting. When IBM acquired The Weather Company, journalists were quick to voice their amusement. However, IBM soon had the last laugh when people learned that the Weather Company’s cloud-based service could handle over 26 million inquiries every day on the organization’s website and mobile app, all while learning from the daily changes in weather and from the questions being asked. The data gleaned from the fourth most-used mobile app would whet the appetite of the permanently ravenous IBM Watson and enable IBM to increase the level of analytics for its business clients.

Weather is responsible for business losses to the tune of $500 billion a year. Pharmaceutical companies rely on accurate forecasts to predict a rise in the need for allergy medication. Farmers’ livelihoods often depend on the weather as well, not only impacting where crops can be successfully grown but also where the harvest should be sold. Consider the news that IBM followed its Weather Company purchase by snapping up Merge Healthcare Inc. for a cool $1 billion in order to integrate its imaging management platform into Watson, and the dynamic future of AI becomes more than evident.

The accounting industry can benefit from this technology, as well. When I was the keynote speaker at KPMG’s annual partner meeting, I suggested that the company consider partnering with IBM to have Watson learn all of the global accounting regulations so that they could transform their practice and gain a huge advantage. After doing their own research on the subject, the KPMG team proceeded to form an alliance with IBM’s Watson unit to develop high-tech tools for auditing, as well as for KPMG’s other lines of business.

Thanks to the cloud and the virtualization of services, no one has  to own the tools in order to have access to them, allowing even smaller firms to gain an advantage in this space. Success all comes back to us humans and how creatively we use the new tools.

IBM’s Watson, along with advanced AI and analytics from Google, Facebook, and others, will gain cognitive insights mined from the ever-growing mountains of data generated by the Internet of Things (IoT) to revolutionize every industry.

Advanced AI is promising almost limitless possibilities that will enable businesses in every field to make better decisions in far less time. But at what price? Many believe the technology will lead directly to massive job cuts throughout multiple industries. and suggest that this technology is making much of the human race redundant.

It is crucial to recognize how the technological landscape is evolving before our eyes during this digital transformation. Yes, it is true that hundreds of traditional jobs are disappearing, but it’s also important to realize the wealth of new roles and employment opportunities arriving that are needed to help us progress further.

The rise of the machines started with the elimination of repetitive tasks, such as those in the manufacturing environment, and it is now moving more into white-collar jobs. The key for us is not to react to change, but to get ahead of it by paying attention to what I call the “Hard Trends” — the facts that are shaping the future — so that we can all anticipate the problems and new opportunities ahead of us. We would do well to capitalize on the areas that computers have great difficulty understanding, including collaboration, communication, problem solving, and much more. To stay ahead of the curve, we will all need to learn new things on an ongoing basis, as well as unlearn the old ways that are now holding us back. Remember, we live in a human world where relationships are all-important.

We need to be aware of the new tools available to us, and then creatively apply them to transform the impossible into the possible. By acquiring new knowledge, developing creativity and problem-solving skills, and honing our interpersonal, social, and communication skills, we can all thrive in a world of transformational change.

Are you reacting to change or paying attention to the Hard Trend facts that are shaping the future?

If you want to anticipate the problems and opportunities ahead of you, pick up a copy of my latest book, The Anticipatory Organization.

Categories
Best Practices Entrepreneurship Industries Leadership Marketing Sales Skills

7 Failures of Business Growth

If you want to stand out in today’s marketplace, you must work smarter, not harder. This is easier said than done, however, as despite their best intentions, companies get snarled in the glaring failures that derail business growth and stagnate profits.

In order for you to avoid these failures, you have to be aware of the most common ones and the strategies for combating them. The following will help you turn failure into success.

1. FAILURE TO ANTICIPATE
Most companies react to change as it occurs. You must anticipate and plan for future changes. You can anticipate a great deal in your industry. For example, are automobiles of the future mostly going to be electric instead of gas? Many think so. Could automobiles hover like drones instead of drive on four wheels? Of course!

Instead of being a crisis manager and reacting to change, anticipate changes so you can drive growth from the inside out. Spend one hour a week focusing on predictable opportunities to strategize and become more of an opportunity management organization.

2. FAILURE TO COMMUNICATE
There is a difference between informing and communicating. Informing is one-way and static,  and seldom leads to action. Communicating is two-way and dynamic, and usually leads to action. We have these fantastic Communication Age tools but use them in an Information Age way. If you can’t communicate internally with your staff, how can you communicate externally to customers and shareholders? When you focus on maximizing two-way communication, you can create a Communication Age organization and accelerate positive change.

3. FAILURE TO COLLABORATE
The majority of people tend to cooperate, which is a lower-level function different from collaboration. Even though we often use the word “collaborate,” we frequently really just mean “cooperate.” Cooperation means, “I won’t get in your way if you won’t get in mine.” Such an approach produces results but certainly not outstanding results, because it’s based on a scarcity mentality.

Collaboration is instead based on abundance and gets competitors to work with you rather than against you. It occurs when we put our heads together and ask ourselves, “How can we create a bigger pie for everyone?”

4. FAILURE TO INNOVATE
When asked what their last big innovation was, most companies have to go back five or ten years to cite something meaningful, as the majority of companies innovate once, form a company around the innovation, and then let it ride. They stop innovating and instead spend a great deal of effort asking themselves how they can become more efficient by doing more with less, reducing overhead, and using technology better. You must ask yourself how you can use technology and staff to create new products and services to increase sales all around. Innovation fuels profitability and efficiency.

5. FAILURE TO PRE-SOLVE PROBLEMS
Always remember that a problem isn’t an opportunity in disguise; it is a problem! A problem is only an opportunity before it occurs, and most problems we experience are predictable. If you ask customers what they want and then give it to them, you’re missing the real opportunity. Instead, you need to think at a level higher and ask yourself and your customers, “What problems are we about to have?” Develop new solutions based on those answers and base your product development on your customer’s future problems.

6. FAILURE TO DE-COMMODITIZE
Unfortunately, most companies come up with something new and make it their main product. Other companies copy the product, and then market saturation occurs. Try de-commoditizing your offering by taking your product and putting a service wrapper around it. For example, in the electricity industry, the utility provider cannot increase prices without permission from ratepayers. One electric company bypassed this limitation by creating what it calls “digital electricity.” They sold customers a product that, for a higher cost, prevented any fluctuation of voltage from occurring. Many big companies signed up for this more expensive service, and in the near future, homeowners with streaming devices will have a similar interest. This electric utility took a product and wrapped a service around it in order to de-commoditize.

7. FAILURE TO DIFFERENTIATE
Too many companies become just like everyone else. True strategic planning needs to be more than numbers based; it needs to focus on how you can differentiate your company and products from those of the competition. You differentiate by avoiding all the failure modes we’ve discussed that prevent business growth. You anticipate, communicate, collaborate, innovate, pre-problem solve, and de-commoditize. Become what your competition isn’t in order to differentiate.

BUSINESS SUCCESS IS ON YOUR HORIZON

When you know the failures to avoid and the strategies for combating them, you’ll be well on your way to learning from these failures, rethinking the way business is done, and creating an organization that continues to grow despite external factors.

NEXT STEP: Pick up your copy of The Anticipatory Organization to discover proven strategies to accelerate innovation and shape the future–before someone else does it for you!

Categories
Best Practices Culture Entrepreneurship Industries Leadership Skills Technology

Will A.I. Disrupt Your Profession?

Artificial intelligence (A.I.) is a technological advance for humankind that has some people excited and others terrified of what is to come. The main concern is rooted in what A.I. will do to jobs, and how we as human beings will be affected by changes in digital and mechanical techniques.

A.I. and other new forms of autonomous machine function are in the process of transforming our personal and professional lives, and this represents a Hard Trend that will happen and a subject I’ve discussed for decades now. We are just starting to see some incredible progression in the A.I. space, giving us a chance to pre-solve problems involved in real-world applications of A.I.

But while function is one thing, the newfound transformation we’ve watched come to fruition is coming from machine learning, a subset of A.I. that enables machines to become better at tasks that were previously dependent on human intelligence. With advances in a machine’s capability to think and learn like people, it’s easier than ever to pre-program physical functions so A.I. can take over menial or mundane tasks. Take, for example, a study conducted by legal tech startup LawGeex, which challenged 20 experienced lawyers to test their skills and knowledge against an A.I.-powered system the company built.

A lawyer is not often considered replaceable by technology or artificial intelligence. In this challenge, the task was to review risks contained in five nondisclosure agreements — a simple undertaking given the group of legal professionals, which included associates and in-house lawyers from Goldman Sachs, Cisco, and Alston & Bird, as well as general counsel and sole practitioners. This lineup should easily have triumphed over an A.I.-powered algorithm, right?

Wrong.

As a matter of fact, the study revealed that the A.I. system actually matched the top-performing lawyer for accuracy, as both achieved 94%. As a group, the lawyers managed an average of 85%, with the worst performer scoring a 67%.

But what about the speed of those decisions? When reviewing the nondisclosure agreements, the A.I. system far outpaced the group, taking just 26 seconds to review all five documents, compared to the lawyers’ average speed of 92 minutes. That is a tremendous spread when compared to the near-perfect accuracy the algorithm performed at in that time! The fastest review time of a single lawyer in the group was 51 minutes — over 100 times slower than the A.I. system! And the slowest time was nearly a standstill pace, as it clocked in at 156 minutes.

While reviewing documents is just one of several parts of the job of a lawyer, this data further proves the Hard Trend that I implore everyone to pay attention to in the years to come. Artificial intelligence is here to stay, and by using machine learning and deep learning techniques, new A.I. systems are learning how to think better and better every day. So the question remains: Are you anticipating how A.I. can be used to automate tasks and do things that might seem impossible today — in other words, disrupt your industry? Are you starting to learn more about A.I. so that you can become a positive disruptor rather than become the disrupted?   

For now, according to consultants, the fact remains that 23% of legal work can be easily performed using artificial intelligence; however, there are many aspects of a lawyer’s job, the obvious example being providing an emotional and compelling closing argument in court, that are currently beyond the capabilities of algorithms. While that may be the case today, what’s next? Using methods that I discuss in my latest book, The Anticipatory Organization, you can learn how to become an anticipatory thinker and be more entrepreneurial in the ways you apply A.I. technology to your profession.

Take the example of Alexa, which is utilized in an ever-growing number of applications, from ordering groceries to playing our favorite song during dinnertime. This device, enabled by A.I., has learned our routines and how to serve us better each day by listening to us ask it questions or give it tasks to accomplish.

Netflix and Spotify media streaming services are using A.I. to learn what we like to listen to or watch, and then, using this knowledge combined with their own databases, they can quickly suggest other songs or shows we may also enjoy. Over time they increasingly learn to understand the dynamics of what we like, recognizing our patterns enough to suggest new things to us we will most likely enjoy — very much like a best friend would introduce us to a new music group.

These are just two examples of many A.I.-enabled services that have been integrated into our lives, yet it was not too long ago that applications like these would have been viewed as an impossibility. In a relatively short amount of time they have become second nature in our lives. If A.I. can quickly accomplish a lawyer’s task today, then it can also learn how to accomplish many tasks in industries once thought untouchable by automation and machine learning, such as medicine, finance and design.

As an entrepreneur, it is increasingly important to understand what A.I. can do to create  business value. A.I. is presently forecast to reach nearly $4 trillion by 2022. Reacting to this opportunity will only keep you behind and disrupted. It’s time to learn to become anticipatory leaders in our fields, solving problems before they happen, and elevating our thinking to actively shape a positive future for ourselves and others.

If you would like to learn more about how you can better anticipate transformation in the professional world and developments in artificial intelligence, then be sure to pick up my latest book, The Anticipatory Organization. Let me help you take your career to the next level and remain indispensable in an ever-changing technological frontier.

Categories
Best Practices Culture Entrepreneurship Industries Management Personal Development Technology

Shaping the Future of A.I.

One of the biggest news subjects in the past few years has been artificial intelligence. We have read about how Google’s DeepMind beat the world’s best player at Go, which is thought of as the most complex game humans have created; witnessed how IBM’s Watson beat humans in a debate; and taken part in a wide-ranging discussion of how A.I. applications will replace most of today’s human jobs in the years ahead.

Way back in 1983, I identified A.I. as one of 20 exponential technologies that would increasingly drive economic growth for decades to come. Early rule-based A.I. applications were used by financial institutions for loan applications, but once the exponential growth of processing power reached an A.I. tipping point, and we all started using the Internet and social media, A.I. had enough power and data (the fuel of A.I.) to enable smartphones, chatbots, autonomous vehicles and far more.

As I advise the leadership of many leading companies, governments and institutions around the world, I have found we all have different definitions of and understandings about A.I., machine learning and other related topics. If we don’t have common definitions for and understanding of what we are talking about, it’s likely we will create an increasing number of problems going forward. With that in mind, I will try to add some clarity to this complex subject.

Artificial intelligence applies to computing systems designed to perform tasks usually reserved for human intelligence using logic, if-then rules, decision trees and machine learning to recognize patterns from vast amounts of data, provide insights, predict outcomes and make complex decisions. A.I. can be applied to pattern recognition, object classification, language translation, data translation, logistical modeling and predictive modeling, to name a few. It’s important to understand that all A.I. relies on vast amounts of quality data and advanced analytics technology. The quality of the data used will determine the reliability of the A.I. output.

Machine learning is a subset of A.I. that utilizes advanced statistical techniques to enable computing systems to improve at tasks with experience over time. Chatbots like Amazon’s Alexa, Apple’s Siri, or any of the others from companies like Google and Microsoft all get better every year thanks to all of the use we give them and the machine learning that takes place in the background.

Deep learning is a subset of machine learning that uses advanced algorithms to enable an A.I. system to train itself to perform tasks by exposing multi-layered neural networks to vast amounts of data, then using what has been learned to recognize new patterns contained in the data. Learning can be Human Supervised Learning, Unsupervised Learning and/or Reinforcement Learning like Google used with DeepMind to learn how to beat humans at the complex game Go. Reinforcement learning will drive some of the biggest breakthroughs.

Autonomous computing uses advanced A.I. tools such as deep learning to enable systems to be self-governing and capable of acting according to situational data without human command. A.I. autonomy includes perception, high-speed analytics, machine-to-machine communications and movement.  For example, autonomous vehicles use all of these in real time to successfully pilot a vehicle without a human driver.

Augmented thinking: Over the next five years and beyond, A.I. will become increasingly embedded at the chip level into objects, processes, products and services, and humans will augment their personal problem-solving and decision-making abilities with the insights A.I. provides to get to a better answer faster.

A.I. advances represent a Hard Trend that will happen and continue to unfold in the years ahead. The benefits of A.I. are too big to ignore and include:

  1. Increasing speed
  2. Increasing accuracy
  3. 24/7 functionality
  4. High economic benefit
  5. Ability to be applied to a large and growing number of tasks
  6. Ability to make invisible patterns and opportunities visible

Technology is not good or evil, it is how we as humans apply it. Since we can’t stop the increasing power of A.I., I want us to direct its future, putting it to the best possible use for humans. Yes, A.I. — like all technology — will take the place of many current jobs. But A.I. will also create many jobs if we are willing to learn new things. There is an old saying “You can’t teach an old dog new tricks.” With that said, it’s a good thing we aren’t dogs!

Start off The New Year by Anticipating disruption and change by reading my latest book The Anticipatory Organization. Click here to claim your copy!

Categories
Best Practices Culture Entrepreneurship Industries Management Personal Development Technology

Keeping Up is a Fool’s Game

Many business consultants agree that benchmarking is imperative to strategic planning. By using metrics, a business will study the practices, designs, and financial outcomes of industry leaders with one distinct purpose: To keep up with the pacesetters.

There’s just one problem. Keeping up—with technology, with the competition, with anything in business or life—is what some would call a fool’s game. Think about it: When you’re merely keeping up, what’s the advantage? In reality, there is no advantage; all you’re doing is making yourself just like everyone else.

So how do you gain advantage and truly stand out from the crowd? Here are three suggestions.

1. Get off the Treadmill

Rather than keeping up, a smarter way to benchmark means you will look to the future. Most benchmarking practices are based on two questions:

  • What path are my competitors on right now?
  • And, what are all the successful companies evolving to?

However, there is a third question to ask yourself – and it’s key to moving past the pacesetters:

  • What’s the likely progression of the industry as a whole?

Asking these questions enables you to go beyond your competition and get off the treadmill of keeping up. It opens your eyes to future possibilities—to stay ahead of the pack instead of side-by-side with them.

In my latest book, The Anticipatory Organization: Turn Disruption and Change into Opportunity and Advantage, I reinforce the major competitive edge that comes from the ability to accurately anticipate the future. Think of being anticipatory as a new competency; it’s a mindset that teaches you to elevate tried-and-true strategies like benchmarking to new levels. Unlike traditional benchmarking, which looks backwards and measures what has already worked, being anticipatory requires you to look forward.

2. Use Hard Trends to Get Ahead

Ask yourself: Is your industry faced with cyclical changes, such as seasonal, economic, or sales cycles? If the answer yes, you can expect the normal ebbs and flows that go along with that. But, if the answer is no, there may be even opportunity out there.

Trends that are linear (and not cyclical) present the best opportunity for exponential change. These are trends in technology and innovation that show no signs of slowing down. Think about the future of virtualization, artificial intelligence and the Internet of Things (IoT). How could advances in these areas impact your business?

I call the latter, Hard Trends, and they are things that are sure to happen based on their upward trajectory and other considerations I talk about in the Anticipatory Organization. Knowing how to identify them can give you a powerful window to the future.

3. Learn from a Leader

While Blockbuster worked to maintain its foothold as the largest movie-rental outlet, Netflix was redefining the concept altogether.

Though Netflix began in 1997 by lending or selling physical DVDs to its customers, it already had a technology platform. Consumers could order their movies online and have them delivered through the mail. One thing it didn’t do was open a brick-and-mortar store.

Ten years later, Netflix added streaming media to its mail-order business. From there, consumer behavior and digital technology took care of the rest. By the time Netflix reinvented itself as a content creator in 2012, the majority of its content was consumed online – including on tablets and phones, which didn’t even exist when the company began.

The key here is to realize that moving beyond competition into innovation wasn’t just a small tweak in order to hit a benchmark; it was a complete change in direction. Netflix didn’t even try to compete in the physical space, they made a one-way move and invested in the future of streaming technology instead.

Are you anticipating the future with confidence? If you want to learn more about the Anticipatory Organization, my new book is available on Amazon.com now.

Categories
Best Practices Economics Entrepreneurship Industries Marketing Personal Development Sales Technology

How Technology Changed the Billion-Dollar Ad Game

The advertising industry has had a long and successful history. It has been a very big business, especially for brands like Procter & Gamble, which topped AdAge.com’s list of the world’s five largest advertisers with $10.5 billion in advertising spending.

For decades, the personal care company kept its products front and center in the minds of consumers – on TV, in print and eventually online. The formula was simple: P&G would spend a huge amount on advertising and loyal customers would respond by buying its products.

That is no longer the case. Technology has changed the ad game for P&G – and not in a good way.

Brief Timeline of Advertising Game-Changers

So if your company is like P&G, what should you do? Start with a fresh look at how much technology and advertising have changed over the last 30 years.

As you look at this timeline, pay attention to how technology worked for – or against – advertisers throughout recent history. Then, use my Hard Trends Methodology to predict what’s next.

1990s – Hundreds of cable channels and the Internet launched, and advertisers jumped to buy space wherever their audiences would be.

Early 2000s – TiVo was one of the first disruptors to these seemingly endless advertising avenues. For the first time, consumers had power over when they got their content and began to skip the ads.

2001 – Next came iPods, which could play downloaded media while consumers were on the go.

2004 – Amazon.com launched as a virtual bookstore and began laying the groundwork for online retailers

2006 – Social media pioneer Facebook opened the News Feed, in which anybody – and any brand – could self-publish content. Facebook ads, for which advertisers once again had to “pay to play,” wouldn’t come until later.

2007 – Netflix went from DVD to streaming and never looked back. Consumers could now also choose what to watch, whenever they wanted to.

Also in 2007 – Smartphones came on the scene, allowing consumers to carry all types of media in their hands. The ad industry had to go mobile – often in addition to going traditional. Though it wasn’t easy to navigate at first, by 2015 mobile ad spending would top $28 billion.

2008 – Spotify started running on advertising dollars initially, but also offered premium, ad-free packages to consumers at nominal prices.

2009 – In the late 2000s, YouTube began allowing pre-roll ads; advertisers were once again able to recapture a very captive audience.

2012 – Facebook purchased Instagram. It would be five years before the $1 billion gamble would pay off, but in the meantime, real people became the faces of brands. The newest media-buying currency was the influence of the crafty, hip or carpool moms who had become spokespeople.

2015 – Amazon.com hit a milestone as it accounted for at least half of all e-commerce growth. Many experts attributed sales success to the debut of the company’s one-click ordering.

2018 and beyond – Not only is data-driven advertising becoming more popular, it’s expected in today’s “show me you know me” consumer culture.

If you use my Hard Trends Methodology to look ahead to the future of advertising, you’ll be able to anticipate that the next decade will move even faster. Even more devices are likely to be developed, and they will ultimately be connected to each other as an integral part of our lives.

Now is the time to learn to anticipate the next wave of technology. Start with my book, The Anticipatory Organization, which is fittingly available with one-click ordering on Amazon.com right now.

Categories
Best Practices Culture Economics Entrepreneurship Industries Leadership Marketing Personal Development Technology

To See the Future, Think Both/And

Whenever a new game-changing technology is introduced, our instinct is to assume that the current technology we are using will quickly become obsolete and will vanish from our use.

History has shown that the hottest new breakthrough technologies do not necessarily replace older ones. Instead, they often coexist side by side because the old technology has its own unique profile of functional strengths that the new technology never fully replaces.

How many times have you greeted a new innovation with an either/or assumption? Either you use the old or the new. But this is not an either/or world we live in; it’s a both/and world. It’s a world that is both paper and paperless, online and in-person, old media and new media.

Yes, No or Some of Both

In my latest book, The Anticipatory Organization: Turn Disruption and Change into Opportunity and Advantage, I teach readers how to gain a major competitive edge by learning to accurately anticipate the future. This is a skill that can be learned, and in this blog I’ll share one of the principles I have used for decades to accurately predict the future of technological change, one that you will be able to apply in countless ways: the Both/And Principle.

First, a bit of history. In the early 1980s, I developed the Both/And Principle and started applying it with great success. Here are some examples that will help you to see how to use it yourself.

Either/Or Assumption #1:

The introduction of digital documents meant that we would all be 100% paperless in a few years.

For example, in the late 1980s, when CD-ROMs were introduced, industry experts, the press and futurists predicted that by the mid-1990s, offices would be completely paperless. At the time I applied the Both/And Principle and predicted that we would have increasing amounts of both digital documents as well as paper documents in the future. It’s now 2018 and we are still managing both paper and digital documents.

Why is paper still around? Paper is inexpensive, portable and can be folded and tucked in a pocket or purse. It is an inexpensive display medium that does not need power. In addition, a handwritten paper note of gratitude to an employee is far better than sending a text or an email.  So instead of asking “How can I eliminate all paper?” a better question I had my clients ask was, “What is the best use for paper and the best use for digital?”

Either/Or Assumption #2:

E-commerce will render brick-and-mortar retail stores completely obsolete.

In the mid-1990s, around the time that Netscape, Yahoo!, eBay and many other Web-based businesses started rapidly growing, many futurists and the media predicted that bookstores, auto dealerships, shopping malls and retail stores in general would soon be obsolete.

The logic was that a physical store can only hold a few hundred or several thousand items while a virtual store gives you access to millions of items or titles 24/7.

So why do retail stores continue to survive and why are many even thriving? The answer is that physical shopping is experiential, not just transactional. Brick-and-mortar stores and malls that have continued to elevate the customer experience are social gathering places that create a sense of community, which technology can’t fully replace. In addition, many products are difficult to buy without physically seeing them and trying them out. Others require a knowledgeable person to help you make a decision. Why did Apple open an Apple Store? If you have been there, you know why. Why is Amazon opening brick-and-mortar bookstores? Now you know why.

Either/Or Assumption #3:

Smartphones will replace laptops.

Not that long ago, business publications were having a debate about the future of computing. They asked the question, “With our smartphones and tablets becoming our main personal computers, won’t this make laptops obsolete?” The answer is still “no.”

The reality is, we still have the equivalent of mainframe computers, we just use them differently than 20 – or even five – years ago. If they have a smartphone and/or tablet, the majority of business users are already using their laptop differently, and perhaps much less, but they are still using both.

Introducing Both/And Thinking

While others were predicting the end of laptop computers, printed paper and retail stores, I did not fall into the trap of those bad predictions because I had developed a series of research-based guiding principles that would help avoid such mistakes, and the Both/And Principle is a major one.

The premise is simple: Your technology works well for you, but you discover a new app, gadget or process that could significantly transform your business. You don’t want to part with what’s been working for you, but you also don’t want to be left behind.

The Both/And Principle allows you to keep bridging your legacy systems with the new technology or processes. Integrating them in a way that will create higher value than either has by itself provides a pathway forward.

It is a powerful corrective measure to either/or thinking, meaning that the future will only be either one way or the other. The Both/And Principle recognizes the folly of assuming that the “new” will totally supplant the old, and it recognizes that they can be integrated. Once you try it, you will see the Both/And Principle can accelerate your team’s performance because you haven’t settled for one or the other.

Powerful Both/And Duos

Digital documents have powerful strengths; they are here to stay, but so is paper. Here is a short list of Both/And Principle examples:

  • Brick-and-mortar retailers and Internet retailers
  • Digital and analog
  • Paper mail and email
  • Nautical charts and GPS
  • Full service and self service
  • Wiring such as copper and  fiber-optics and wireless
  • Traditional media and digital media
  • Gasoline engines and electric motors
  • Digital music playlists and live concerts
  • Video conferencing and face-to-face meetings

A key success strategy is to integrate the old and the new based on the strengths of each. In fact, the hottest breakthrough technologies tend to coexist and integrate to create new value with their predecessors rather than completely co-opting them. Why? The old technology has its own unique profile of functional strengths.

Case Study: Amazon.com and Kohl’s

In August 2017, Kohl’s announced it would sell Amazon products in its retail stores. But that was just the beginning of this Both/And Principle business maneuver. Kohl’s department stores and Amazon.com have been piloting a retail model that even more perfectly demonstrates an integration of the old and new.

Since September 2017, the two have been running a pilot program in which Amazon.com purchasers who want to return an item can return it to a Kohl’s customer service desk. Customers who bought a product online can now skip the post office and instead return it to an ever-increasing number of Kohl’s stores.

Consumers enjoy the convenience, and according to a number of recent studies, total visits to Kohl’s stores with Amazon’s return program have outperformed other stores in sales by about 8.5%. In other words, customers returning items end up finding more to buy at Kohl’s. Kohl’s also reported an increase in new customers.

Both/And Thinking and You

What are some examples of Both/And thinking that could benefit you? Are there any new technologies that would give you amazing new capabilities that could become something you feel your business could not live without? What are some of the newest technologies that you believe will disrupt and transform your business? What would happen if you combined the old and the new in a way that creates higher value than either has on its own?

If you would like to learn more anticipatory skills so that you can turn disruptive change into your biggest advantage, read my latest book, The Anticipatory Organization: Turn Disruption and Change into Opportunity and Advantage

Click here for a special offer from Daniel Burrus

Powered By MemberPress WooCommerce Plus Integration