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Brian Solis
Occupation(s)Digital analyst, futurist, author, speaker
Employer(s)Altimeter Group, Salesforce, ServiceNow
Notable workEngage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, X: The Experience When Business Meets Design, The Conversion Prism
Websitebriansolis.com

Brian Solis is an American digital analyst, futurist, author, and speaker. He is described as "one of Silicon Valley’s smartest observers of social media"[1] and a "social media prophet".[2] Solis is the author of seven bestselling books about business and disruptive technologies.[3]

Early life and education

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Brian Solis is from Canoga Park, Los Angeles. He graduated from Reseda High School in 1988.[4]

In 1994, as a 23 year old college student, Brian Solis founded Reality Magazine, a free publication focusing on fashion and social issues. Starting as an opinion newsletter called The Reality Report in 1991, it transitioned to a magazine in February 1994. Distributed in malls and stores across the San Fernando Valley and Westside, each issue targeted a late-teen to twentysomething audience, covering topics from media scandals to cultural trends. Despite initial challenges in advertising, Solis secured support from companies like Wet Seal Inc., Clothestime, BeBe, and Windsor Fashions. Solis operated the magazine single-handedly from his home, overseeing every aspect from editing and layout to design and sales.[4]

Career

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Brian Solis, a digital anthropologist, is an authority on emerging technologies and media.[5] His work focuses on disruptive technology and new media and its effects on business, marketing, publishing and culture.[6] Through his reports, articles, and books, he interprets trends to make them more accessible. His research has been centered on digital transformation, corporate innovation, experience design, evolving business culture, and the future trends and behaviors shaping various industries.[3]

At the end of the 1990s, Solis began participating in online communities, early blogs, and founded FutureWorks, a company specializing in creating business strategies in new media and marketing.[7] In 2007, he co-authored Now Is Gone with Geoff Livingston, an introductory guide to new media for executives.[8] In 2009, he co-authored Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR with Deirdre Breakenridge.[9]

In 2010, Brian Solis authored the acclaimed guide Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web.[7] The book has been described as “the industry reference guide to building and measuring success via the social web”.[6] It argued that businesses were grappling with understanding social computing technologies and platforms, and integrating them effectively into their existing network of systems and applications.[10] The book suggested how they could utilize social media to build communities and support online. In 2011, he also released the bestseller The End of Business as Usual: Rewire the Way You Work to Succeed in the Consumer Revolution, which was named a Top 10 Business Book for 2011 by Publishers Weekly.[11] The book addresses the consumer revolution and outlines what industries must do to realign their business models.[12] In 2013, he published What’s The Future of Business (WTF): Changing the Way Businesses Create Experiences, which discusses the shift towards experiential technology-driven businesses like Uber and healthcare ventures centered on quantified self technology. It was described as a "memorable media experience" by Andrew Keen.[1] In 2015, Solis published X: The Experience When Business Meets Design, where he advocated that modern businesses must focus on creating holistic, human-centered experiences rather than relying solely on product features or marketing strategies.[13] In 2019, Solis authored Lifescale: How to Live a More Creative, Productive, and Happy Life, where he advocates for balance and introduces "attention hacks" to mitigate the negative impacts of technology on personal well-being and productivity.[14]

Solis served as principal analyst for Prophet company[13] and research firm Altimeter Group, specializing in researching digital trends.[12] He was also a vice-president of Salesforce focused on global innovation.[15] Solis is the founder of FutureWorks, a public relations firm that specializes in digital and social media strategies.[16]

Brian Solis was among the first to introduce the "three Rs" concept of influence in the social media era, which includes relevance, reach, and resonance. This framework has guided brands in selecting influencers based on their ability to share relevant content, extend reach, and generate meaningful engagement with target audiences.[17]

In August 2008, Solis and JESS3 released the "Conversation Prism", a pinwheel of all the ways online people connect, and how those services relate to each other.[18] It illustrates how various social media platforms can be effectively utilized, showcasing their interconnections and synergies.[19] The infographic became a popular reference among marketers.[20] In 2011, he constructed a map of the Twitterverse.[21]

In 2015, Brian Solis published X: The Experience When Business Meets Design. The book urges companies to transcend mere technology and marketing tactics, focusing instead on the evolving expectations of customers driven by digital advancements. He emphasizes that experiences have become more crucial than products and advocates for a shift from viewing customers as mere revenue sources to crafting personalized, memorable interactions. Through examples from brands like Coca-Cola and Disney, X illustrates how integrated, strategic experiences can be designed to resonate with customers and meet their shifting demands.[22]

Solis' blog has ranked among the top ten in marketing according to Ad Age.[7]

Books

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References

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  1. ^ a b Keen, Andrew (2013-07-16). "Keen On... Brian Solis: WTF Is The Future Of Business?". TechCrunch. Retrieved 2024-07-23.
  2. ^ Cameron, Mark (2014-02-14). "Social media prophet Brian Solis on what post-digital people want". Financial Review. Archived from the original on 2014-12-30.
  3. ^ a b "50 ideas to change the world: the judges". Financial Times. 2017-09-05. Retrieved 2024-07-23.
  4. ^ a b Pitzer, Kurt (1994-02-26). "CANOGA PARK : A Publisher's Dream Becomes Issue of Reality". Los Angeles Times. Retrieved 2024-07-23.
  5. ^ Levinson, Jay Conrad; Horowitz, Shel (2010-01-08). Guerrilla Marketing Goes Green: Winning Strategies to Improve your Profits and Your Planet. John Wiley & Sons. p. 13. ISBN 9780470564585. Brian Solis, authority on emerging media
  6. ^ a b Macale, Sherilynn (2011-10-18). "Brian Solis on his new book, The End of Business as Usual [Interview]". The Next Web. Retrieved 2024-07-23.
  7. ^ a b c "Solis: un gurú de los nuevos medios". El Comerico Peru. 2011-12-08. Archived from the original on 2014-12-30.
  8. ^ Brogan, Chris (2010-02-23). Social Media 101: Tactics and Tips to Develop Your Business Online. John Wiley & Sons. p. 68. ISBN 9780470563410. Superstar authors Geoff Livingston and Brian Solis provided an entie section of case studies to accompany their excellent Now Is Gone, a primer on new media for executives.
  9. ^ Hardaway, Francine (2009-04-09). "Brian Solis Envisions the New PR". Fast Company.
  10. ^ Cane, Alan (2011-04-20). "Perspectives: Businesses must learn to cope with bottom-up change". Financial Times. Retrieved 2024-07-23.
  11. ^ Milliot, Jim. "Fall 2011 Announcements: Business & Economics: Digging Out, Moving Forward". Publishers Weekly. Retrieved 2024-07-23.
  12. ^ a b Lazar, Shira (2011-11-18). "Brian Solis on Five Common Social Media Mistakes and How to Avoid Them". Entrepreneur. Retrieved 2024-07-23.
  13. ^ a b Yeung, Ken (2015-12-06). "Why customer experience is the new disruption". VentureBeat. Retrieved 2024-07-23.
  14. ^ Livni, Ephrat (2019-06-02). "A book on focus, designed for the distracted, promises to spark your creativity". Quartz. Retrieved 2024-07-23.
  15. ^ Murphy, Hannah (2023-11-10). "Lidiane Jones, the 'underdog' taking the reins at Bumble". Financial Times. Retrieved 2024-07-23.
  16. ^ Fareed, Malik (2008-09-21). "China joins a turf war". The Guardian. ISSN 0261-3077. Retrieved 2024-07-23.
  17. ^ Quesenberry, Keith A. (2022-06-22). "Why You Need to Be an Influencer Brand and the 3 Rs of Becoming One". Entrepreneur. Retrieved 2024-07-23.
  18. ^ Catacchio, Chad (2010-10-13). "Brian Solis and JESS3 bring a new Conversation Prism into focus". The Next Web. Retrieved 2024-07-23.
  19. ^ Mueller, M. P. (2010-09-02). "Social Media Are Easier Than You Think". The New York Times. Retrieved 2024-07-23.
  20. ^ Flynn, Kerry (2017-07-11). "2017's social media landscape in one stunning infographic". Mashable. Retrieved 2024-07-23.
  21. ^ Jackson, Nicholas (2011-01-03). "Mapping the Twitterverse". The Atlantic. Retrieved 2024-07-23.
  22. ^ Yeung, Ken (2015-12-06). "Why customer experience is the new disruption". VentureBeat. Retrieved 2024-09-11.
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