commerce

Empowered with fast changing technologies, new media channels and highly networked communities, the Connected Generation is not content to watch from the sidelines – they’re actively reinventing the market. Industries as diverse as music, journalism, publishing, TV/film and telecommunications are all flipping from business as usual to a dynamic consumer playground.

Through groundbreaking research, the Reach Group has identified a code – a method to the “madness” and a clear path to follow for success. Learn the flipping pattern, confidently navigate your course and capitalize on big opportunities while your competitors fumble in the dark.

What does the flipped market mean to you?

There’s a new standard in selling. The Connected Generation expects brands to have a built-in community that circles around your products and services. They also demand smart, entertaining, and easily-accessible content that enables them to make better decisions. If you don’t provide this three-part business model directly or through partnerships, the Connected Generation will completely sidestep your offerings in favor of a connected brand.

For example, Baby Boomers buy a lot of music, but the Connected Generation changed the way we find, sample, purchase, and share music. From the advent of Napster’s file-swapping technology to MP3s, iPods, and sites such as MySpace, Gen X and Y have restructured the entire music industry. Baby Boomers are now following in their footsteps.

Smart brands must do two things to thrive:

1. Understand and complete the circle – commerce, community and content.

2. Understand that although older generations currently have more disposable income, the Connected Generation is transforming the market and rewriting the rules for consumers of all ages. Your brand simply must satisfy their cravings and adapt to their methods.

Lisa is currently offering keynotes and workshops on the Flipped process. Visit the Speaking section to learn more. And watch for a book version of Flipped coming in 2007.