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Converge: Transforming Business at the Intersection of Marketing and Technology, by Bob Lord, Ray Velez
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The leaders of Razorfish share their strategies for merging marketing and IT.
To create rich, technologically enabled experiences, enterprises need close collaboration between marketing and IT. Converge explains how the merging of technology, media, and creativity is revolutionizing marketing and business strategy. The CEO and CTO of Razorfish, one of the world's largest digital marketing agencies, give their unique perspective on how to thrive in this age of disruption. Converge shares their firsthand experience working closely with global brands - including AXE, Intel, Samsung, and Kellogg - to solve business problems at the collision point between media, technology, and marketing.
With in-depth looks at cloud computing, data- and API-enabled creativity, ubiquitous computing, and more, Converge presents a roadmap to success.
- Explains how to organize for innovation within your own organization by applying the principles of agile development across your business
- Details how to create a religion around convergence, explaining how to tell the story throughout the organization
- Outlines how to adapt processes to keep up with and take advantage of rapid technological change
A book by practitioners for practitioners, Converge is about rethinking business organizations for a new age and empowering your people to thrive in a brand, new world.
- Sales Rank: #57706 in Audible
- Published on: 2013-06-24
- Released on: 2013-06-24
- Format: Unabridged
- Original language: English
- Running time: 433 minutes
Most helpful customer reviews
4 of 4 people found the following review helpful.
inspiring & useful read!
By 1008
Normally I find myself skimming business and marketing books, gleaning what I need. This book was very different... I found myself actually reading the book and getting numerous points of inspiration and the book is useful enough for practical application in real situations. I've used the book and referenced it a ton already. I actually bought both the digital version after getting the hardcover version so I had something more travel friendly. I still like paper for bedside....
2 of 2 people found the following review helpful.
"The villain throughout this book is the silo."
By Robert Morris
Increasingly and more extensively, successful brands are using technology to create memorable experiences for their customers, guided and informed by customer centricity, rejection of silos (many of which are disguised as human beings), thinking and behaving like a start-up, developing a multi-disciplinary mindset, and viewing the brand as a service in a relationship rather than as a product. That is to say, Bob Lord and Ray Velez assert in this book that there is a process during which creativity, technology, and media are converging to a point at which they will soon become indistinguishable from one another.
Of special importance to me is the process by which they devised what they call the "Razorfish Model," based on their real-world experiences with their own firm bearing that name. What they learned from two of their clients, explained in the Introduction: "Cisco needed to think past its organizational prejudices to create a Web presence that made sense to customers; MLB needed to get its various stakeholders on board to create a consumer-centric experience rather than a fragmented one. Now its content id available everywhere consumers are: on computers, tablets, and mobile phones, on Apple TV, Roku, and Xbox." The information, insights, and counsel they share in this book is based on more than 15 years of living "at the center of convergence."
Readers will appreciate the provision of a "Convergence Catalysts" section at the conclusion of Chapters 1-11. This material will facilitate, indeed expedite frequent review of key points later. I also commend Lord and Velez on their skillful use if boxed insights that are strategically located throughout their narrative.
These are among the dozens of passages of special interest and value to me, also listed to indicate the scope of Lord and Velez' coverage.
o Traditional Disciples: Media, Technology, and Creativity (Pages 14-16)
o The Five Principles of Convergence (22-24)
o The Death of the Mad Man and the Birth of the Technologist (29-35)
o Collaboration: Chief Creative Becomes Chief Curator (38-48)
o How "Targeting" Is Failing Customers (63-67)
o A Five-Step Process to Better Targeting (71-75)
o Grasping the Cloud (80-83)
o Clouding the Cloud Issue (92-98)
o Retail's Challenges (108-113)
o The Moosejaw Model (120-122)
o How the Fickle Customer Uses Media (129-134)
o How Business Can Respond to Ubiquitous Computing (160-165)
o Establish a Collaborative Culture (185-186)
o Emergence Process #5: Change Incentives/Compensation (191-194)
o How We [at Razorfish] Use Agile (201-203
Before concluding their book, Lord and Velez observe, "Keeping up with all this may seem like a dizzying prospect, but it doesn't have to be. Winners in the twenty-first century won't be distinguished by how fast they master buzzwords or how many faddish new digital marketing campaigns they undertake. Those winners will be organizations whose main focus is on their consumer's journey [one that determines the nature and extent of their own] and who possess a relentless desire to understand and improve that journey from beginning to end...Rather than stay married to the old way of doing things, embrace change and think about how innovation can be put to work to benefit your customer. Approach technology the way a consumer would, without fear or fervor and with a sense of wonder and curiosity. And always remember that if you follow your customer you can't go wrong."
Steve Jobs would take a different approach while agreeing with those comments in principle. For him, customer-centricity meant creating products and services that may have no appeal or value until they are experienced. He once observed, "You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new." Years earlier, Henry Ford said that if he asked people what they want, they'd say "faster horses." For Jobs as well as for Bob Lord and Ray Velez, creativity, technology, and media are interdependent and rapidly becoming interchangeable. That process, in a word, is "convergence" and for business leaders, its only limits for them will be self-imposed.
2 of 2 people found the following review helpful.
Marketing technology now wags the dog
By Michael Sagalyn
In recent years, marketing technology budgets have exploded. Converge frames this emerging trend in a fresh way, and so delivers insights that you can apply at the office tomorrow. Authors Lord and Velez of the digital agency Razorfish introduce the new triple helix of marketing science--a structure whose intertwined strands (creativity, technology, and media) are connected by an array of newly discovered organizational imperatives.
The intersection of art and science is not an easy territory to mine. There have been numerous works on left/right brain thinking. These works usually focus on the individual. Fewer books have tried to apply such cross-disciplinary thinking to the organization. Thankfully, Converge makes sense of this under-leveraged space, and does so with the right mixture of abstraction and practicality.
Coincidentally, Converge was published within one week of the 54th anniversary of C.P. Snow's "The Two Cultures," a seminal paper delivered as part of the prestigious, centuries-old Rede Lectures at Cambridge University on May 7, 1959. [LINK: http://en.wikipedia.org/wiki/The_Two_Cultures ] A common thread between Dr. Snow and Messrs. Lord & Velez is the idea that the integration of qualitative and quantitative thinking is compulsory. Converge's special contribution to the "Two Cultures" canon is rooted in the quick, deft strokes with which the authors portray the new digital/social/mobile/local media landscape. They also prescribe ways in which cross-disciplinary teams can iteratively deliver brilliant consumer experiences. Razorfish's culture is based on convergence principles. The question for clients becomes: is it possible to optimize one's marketing spend if the culture and the organizational structure behind a brand is not also on a path toward transformation.
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