Praise for Connected by Design
Every now and again a book comes along that expands your mind, challenges conventional wisdom, and is truly disruptive, a precursor to progress. Connected by Design is such a book. Functional integration has enormous relevance as an organizing principle way beyond marketing. I urge you to read the book, be disruptive, and unleash the power of connectedness. It can only do you good.
Keith Weed, chief marketing and communication officer, Unilever
Barry Wacksman and Chris Stutzman have discovered a new secret formula for growth that re–imagines how your company creates value: functional integration. Organizations must embrace the disruptive change of functional integration in order to grow in the new world order of consumer engagement.
Joseph V. Tripodi, chief marketing and commercial officer, The Coca–Cola Company
To be a chief marketing officer today means also being a chief technology officer and chief experience officer. Connected by Design uncovers the business model at the heart of this change, offering valuable examples, tips, and principles for putting the model into action. It s a must–read for anyone working in marketing at a major brand today.
Marc Speichert, global chief marketing officer, L Oréal Group
Barry Wacksman and Chris Stutzman have taken a topic close to the hearts of many design and shown how the world s leading companies have successfully integrated it into their business models. Connected by Design is that rare book that can help unify the disparate parts of a big company, from marketing to sales to product development.
Beth Comstock, senior vice president and chief marketing officer, GE
I see companies struggling every day to stay relevant in their consumers busy lives. Connected by Design maps out how companies like Nike, Google, and Apple have excelled in engaging consumers in the digital age while driving sales growth. It is an essential read for any brand leader looking to succeed in today s mobile, social, omnichannel world.
Jim Stengel, author, Grow, and former global marketing officer, The Procter & Gamble Company
Functional integration is the defining business model of our day, and Connected by Design captures the essence of this emerging model and how to apply it. Those who want to differentiate and find new ways to grow should find this book extremely helpful.
Michael Roth, chairman and chief executive officer, Interpublic Group
Part One the Model 21
1. The Growth Challenge of the 21st Century 23
Principle One: Utility is relevance
2. The Digital Revolution 43
Principle Two: Context is king
3. The Ecosystem of Value 69
Principle Three: Synergy captures customers
Part Two Mastering the Model 95
4. The Art of the Possible 97
Principle Four: Reimagine value creation
5. The Digital Service Launchpad 125
Principle Five: Redesign value delivery
6. The Drivers of Connected Growth 151
Principle Six: Redirect toward value capture
7. Cultivating an Ecosystem of Value 179
Principle Seven: Lead like the world depends on it
About the Authors 229