The Reciprocity Advantage: A New Way to Partner for Innovation and Growth by Bob Johansen & Karl Ronn

Author:Bob Johansen & Karl Ronn [Johansen, Bob]
Language: eng
Format: mobi
Publisher: Berrett-Koehler Publishers
Published: 2014-09-14T14:00:00+00:00

Gaming Your Way to a New Business

The next decade will be boiling with emotionally enhanced attention that will allow companies—indeed require companies—to rethink how they experiment to learn and ultimately how they do marketing, advertising, and commercials.

Corporations will need to engage in playful and authentic ways. Commercials and advertising as we know them will cease to exist and will be replaced with exchanges that are more personalized, playful, and engaging.

What corporations tell people will become less important than what people tell each other about corporations and their products.

Corporations will need to learn about new business opportunities by using game-like approaches to try them out in low-risk ways. They will need to engage with their customers—especially the digital natives—not just market to them. They will need to learn how to experiment to learn, in a spirit of gameful engagement.

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