Elwin Loomis

Tear down your verticals!

Every business is driven by experiences.
In the past these were tied to delivery channels.
Buisness processes, systems, incentives and strategies wrapped around this vertical.
Omnichannel struggles fundamentally stem from this vertical stack.

Today in order to be present in the life of your customer, you need to be able to create, change and decommission experiences extremely fast. Experiences need to span multiple channels. You might deliver an experience using your web/mobile digital channel, multiple physical channels (store, supply chain) and through partnerships.

Experiences and channels are supported by your platform: Your products (physical/digital), Services, and capabilities. (Here services are not API’s, and products are not ‘product teams’)

In the end it is all about the data. Collect everything, use this to inform your experiences, create new channels, inform your business and optimize your platform.

Enterprises who are iterating out of their multiple pyramids into this architecture become more nimble and competitive.

Small companies, who build to this philosophy will be able to out run the enterprises, iterate, quickly scale and evolve new business models.

Original Linkedin Post: http://bit.ly/2Ob6WbV