The way people shop and buy has fundamentally changed. Through the unique lens of the Hero′s Journey, Seamless takes readers on a tour de transformation of buyers and businesses in the digital era.
Brian Halligan, co–founder and CEO, Hubspot, NYSE: HUBS
When the unstoppable force of Anders′ furious futurist′s intellect crashes into the immovable object of his mother′s sense of family and tradition, sparks fly. Our hero′s journey turns out to be anything but seamless. It holds lessons for all of us pushing the digital envelope in a persistently analogue world.
Mike Hanley, Head of Digital Communications, World Economic Forum
Anders has never been one to settle and as a result, we are all benefactors of his restless, curious nature, of his fresh ideas, well–plotted hypotheses and that ingenious way he wraps up the past, present and future into a timely, mind–bending bundle for readers to unpack.
Lisa Messenger, founder and editor–in–chief of Collective Hub
The future doesn′t unfold seamlesslyoften, it′s a slap in the face. How do we shed the scar tissue keeping us locked in the status quo? Transformation can be restorative or destructivethe difference is in the approach. The future belongs to those brands that are able to weave together the past, the present and the future into a seamless and inspirational hero′s journey.
Seamless provides the antidote to the friction, inconvenience, arrogance and grating seams that turn customers away and cement organisational inertia. In this insightful book, author and futurist Anders Sörman–Nilsson shows you how to smooth transitions, integrate disparate channels and give your customers the streamlined experience they crave.
This is your handbook for achieving a seamless future for your brand. Learn how to:
- design transformative customer journeys
- turn your customers into fans and brand advocates
- use your stories to develop your brand personality
- overcome futurephobia to inspire transformational business growth.
The future belongs to those who can adapt, evolve, and embrace the future, while at the same time keeping an eye to the present and the past. Seamless provides on–the–ground perspective and critical guidance for thriving in a changing digital world.
1: Status quo 3
2: Call to adventure 31
3: Refusal of the call 47
4: Meeting with the mentor 73
5: Crossing the threshold 89
6: Tests, allies and enemies 115
7: Approaching the inmost cave 133
8: Ordeal 145
9: Reward (seizing the sword) 155
10: Road back 177
11: Resurrection 197
12: Return with the elixir 211
Appendix 1: A letter from Birgitta 235
Appendix 2: A letter from Lars–Olof 239