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“Winning firms will not just create better products. They’ll build smarter systems of connection.”
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Traditional companies operate in a "you come to us when you need us" model. Connected strategies flip that — they let businesses anticipate customer needs and respond proactively and continuously, often enabled by digital tools and smart design.
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The company waits for the customer to express a need, then responds quickly and efficiently.
Example: Amazon's one-click ordering.
The company helps the customer choose by narrowing down options.
Example: Netflix or Spotify recommendations.
The company guides customers toward better outcomes, often subtly.
Example: Fitbit nudging users to hit daily activity goals.
The company completely removes friction by solving problems before the customer even notices.
Example: HP sending ink before your printer runs out.
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1. Create a Connected Customer Relationship
Understand the full customer journey, not just the transaction.
Shift from reactive to proactive.
Use data to detect needs before they’re voiced.
2. Design the Connection Architecture
Connection Points: Digital touchpoints (apps, wearables, sensors)
Response Mechanisms: AI, customer service, automation
Personalization Engines: Data used to tailor offerings
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Model : On-Demand
Description : Serve when asked
Example : Uber, DoorDash
Model : Frictionless
Desciption : Seamless delivery, no customer effort
Example : Smart home devices auto-reordering
Model : Relational
Description : Built on continuous engagement
Example : Peloton's coaching + community
Model : Platform-Based
Description : Ecosystems and data exchange
Example : Apple Health, Amazon
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Disney: MagicBands create curated and frictionless experiences.
Tesla: Updates vehicles over-the-air, often without customers needing to ask.
Stitch Fix: Uses AI + humans to curate fashion picks per customer.
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Sense (customer state or trigger)
Propose (personalized solution)
Act (deliver efficiently)
Learn (feedback for continuous improvement)
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Goal: Understand what the customer wants — often before they do.
🔍 How it works:
Collect data: sensors, user behavior, purchase patterns, location, biometrics
Recognize intent: emotional signals, physical cues, contextual info
Identify triggers: e.g., low energy, upcoming trip, low inventory, poor sleep
🛠️ Examples:
Fitbit senses you haven’t moved in a while → nudges you to stretch.
Netflix notices you stopped halfway through a series → suggests resuming it.
HP detects your printer ink is low → prepares a refill shipment.
💡 Tools:
Wearables, IoT sensors, browsing history, machine learning, app data
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Goal: Present the right solution at the right time in a relevant, low-effort way.
🎯 How it works:
Use the sensed data to offer precisely what the customer needs
Make the offer context-aware, timely, and frictionless
Deliver value before the customer has to ask
🛠️ Examples:
Spotify builds a new playlist based on your Monday listening patterns.
A meal kit app recommends quick, protein-rich recipes after your gym check-in.
Uber suggests a ride home right after your last meeting ends.
💡 Tools:
Recommendation engines, AI, push notifications, smart dashboards
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Goal: Execute the service or product delivery smoothly, quickly, and reliably.
⚙️ How it works:
Optimize logistics, fulfillment, or service delivery
Minimize friction and customer effort
Provide real-time tracking or feedback
🛠️ Examples:
Amazon delivers same-day orders without you contacting support.
A smart home adjusts temperature and lighting before you arrive.
Peloton immediately queues the next workout after your session ends.
💡 Tools:
Automation, robotics, logistics platforms, APIs, integrations
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Goal: Get smarter over time by using outcomes and behavior to refine the loop.
📈 How it works:
Measure outcomes (Did they complete the workout? Was the item returned?)
Track satisfaction and long-term engagement
Refine the Sense → Propose → Act stages with better predictions
🛠️ Examples:
Netflix learns what you skip, like, or binge — and evolves your algorithm.
Duolingo adjusts the next lesson difficulty based on your answers.
A meal delivery app notes food preferences and allergy flags for future meals.
💡 Tools:
A/B testing, feedback loops, behavioral analytics, continuous improvement systems
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Each cycle through the flywheel:
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1. SENSE
Purpose: Detect customer need or intent
Tools Used: Sensors, behavioral data, artificial intelligence (AI)
Example: Fitbit senses when you’ve been inactive and prompts you to move
2. PROPOSE
Purpose: Offer a personalized solution at the right moment
Tools Used: Recommendation systems, push notifications
Example: Spotify curates a mood-based playlist based on your listening patterns
3. ACT
Purpose: Deliver the solution quickly and smoothly
Tools Used: Automation, logistics platforms, APIs
Example: Amazon fulfills and ships an order the same day without customer input
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4. LEARN
Purpose: Improve continuously using feedback and data
Tools Used: Analytics platforms, A/B testing
Example: Netflix tracks your viewing behavior to refine future recommendations
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Product leaders and UX designers
Executives and entrepreneurs
Innovation, strategy, and CX teams
Anyone building digital ecosystems
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Why it matters:
These roles shape how users interact with a product. Connected Strategy gives them tools to create sticky, meaningful engagement — not just transactions.
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Why it matters:
Strategy now includes data, tech, and experience integration — not just pricing and market share. This book helps leaders think beyond old-school funnel logic.
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Why it matters:
These teams are responsible for transformation. This book gives them language and frameworks to design future-ready experiences.
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Why it matters:
Modern ecosystems rely on connections — not just within a product but across services. This book provides the strategy playbook for making those connections valuable.
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IDEAS CURATED BY
CURATOR'S NOTE
Transform your business by using technology to move from episodic, transactional relationships to ongoing, connected relationships with customers.
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