127: How to Innovate The Human Experience

In this compelling episode of Innovation Storytellers, I am joined by Brian Solis, the Head of Global Innovation at ServiceNow. If you've ever been fascinated by how technology serves as a catalyst for business transformation, then this episode is a must-listen for you.

Brian Solis, who has spent over two decades studying digital Darwinism, discusses the evolving role of Executive Briefing Centers and Innovation Centers in the tech industry. These spaces, once merely showrooms for platforms like ServiceNow, have transcended their original purpose. They now serve as critical hubs for business transformation, providing a bespoke experience tailored to the unique needs of visiting executives and prospects. Such spaces facilitate targeted, transformative discussions and foster meaningful partnerships. They guide businesses toward increased agility and resilience in an ever-changing market landscape.

However, the journey isn't without its hurdles. The episode also delves into the challenges involved, such as the potential for information overload that can overwhelm visitors. It questions whether these centers, despite their high-tech allure, run the risk of becoming mere 'window dressing' if not updated regularly to reflect current trends and technologies.

The conversation shifts seamlessly to a critical look at the marketing landscape, emphasizing the importance of empathy and storytelling. Brian shares insightful thoughts on how conventional marketing frameworks like personas and journey maps could potentially limit a business's ability to genuinely connect with its customers. He introduces the novel concept of employing storytelling techniques, inspired by Pixar's and Joseph Campbell's Hero's Journey, to humanize the customer experience.

As the episode unfolds, Brian challenges listeners to rethink technology's potential impact on life and work beyond its "wow factor." He offers an example related to AI, questioning the ethics and long-term impact of replacing human roles like copywriting with machine-generated content. Instead, he proposes an innovative approach—augmenting human capabilities to create new, premium services, thereby creating new avenues for revenue and growth.

In essence, this episode provokes thoughtful debates and challenges conventional perspectives. It urges listeners to not only marvel at technology’s capabilities but to question and understand its broader ramifications on society, business, and human well-being.