The Experience Manifesto
A modern marketer has done her job when she uncovers the sweet spot among people, brands and technology. The sweet spot is inspired by brand purpose from the inside and and feels like an experience from the outside. The role of technology, then, serves as the enabler of powering personalized experiences.
While technology may power personal experiences, it's only partially responsible for creating them. Experiences need to be helpful to people and impactful for brands. Deciding what's helpful and impactful is guided by purpose, not technology. So don't let your digital/social/mobile strategies distract you into enabler-level thinking. Rather, let purpose focus your attention on bringing people and brands together first. By doing this, the technology enablers will have clear direction on how to create an experience worthy of your purpose.