Great explorers – from Columbus to Lewis & Clark to Jacques
Cousteau – all have one remarkable gift: the ability to think in
new dimensions. They take a distant possibility and
confidently explore it, boldly transforming it into a living,
breathing certainty for everyone else to encounter, contemplate,
and employ.
As more and more companies realize that one key
effect of the great recession is the further commoditization of
their goods and services, they also find that chaotic change is the
new normal. In response, they need to renew their commitment
to innovation, to think of new and effective ways to bring value to
customers. To discover that value, they need to become explorers,
seeking out new territory and claiming it for their companies, to
the benefit of their customers.
To this end, Joe Pine and Kim Korn provide a new
way of thinking regarding the richest area ripe for exploration:
digital technology. This fresh perspective pushes forward the
boundaries of the digital frontier, showing companies how they can
harness the power of digital technology to craft new offerings that
create customer value. At the core of their forthcoming book is a
three-dimensional framework that helps people make sense of what is
going on in a time of rampant technological change – and helps them
determine what to do about it. The framework helps readers to think
differently about how time, space, and matter enable businesses to
create new-to-the-world goods, services, and especially experiences
that customers desire.
The power of this framework lies in exploring
the truly infinite possibility open to those who learn to think in
new dimensions, to merge reality and virtuality in ways that
engages customers to create new economic value. Pine and Korn
provide a host of examples of this phenomenon at play across a wide
range of industries: from GPS navigators such as TomTom that help
you visualize your destination, to healthcare professionals at the
Mayo Clinic who deliver virtual checkups to rural patients, to
Lappset’s digital playground, called SmartUs, which lets kids
design their own learning games, and then play them with their
friends in the school yard. The book highlights the value of
the innovations from these industry pioneers and shows you how to
successfully innovate for yourself on the digital frontier.
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