John Hagel writes:
Companies today realize that push approaches to marketing are less and less effective. As I have written about elsewhere, we are entering the era of reverse markets. Ask business executives to define a market and they will likely say that it is a place where vendors can find customers and sell them more and more stuff. Instead, we need to view markets through the reverse lens of customers who are trying to find appropriate vendors at relevant times and get the most value they can out of the their vendor. Powerful forces are re-shaping markets to make this reverse market lens much more helpful in determining how to create value.
So I hesitate to say it – Ambient Findability is a great new book about an increasingly important aspect of information architecture.
If businesses are going to succeed in the future, they need to master pull approaches to marketing – how do you get potential customers to seek you out and how do you pull complementary resources together to become ever more helpful to customers?
At the very least, it will put squarely on the table some key questions:
- How findable are your products and services?
- How findable is your business?
- How findable are you personally?
- What can you do to improve your findability for those who matter?