In his NextCon 2017 keynote, Brian Solis challenges businesses to rethink what customer experience (CX) really means in the digital era. He begins by noting that most organizations approach CX as a technology solution, when in reality, it is a human solution enabled by technology. Solis explains how customer expectations are evolving faster than most brands can adapt, driven by digital behaviors and the seamless experiences set by tech innovators like Amazon and Apple.

He emphasizes the importance of understanding “digital empathy” — the ability to see, feel, and design from the customer’s perspective. Through vivid storytelling and real-world examples, Solis illustrates how companies that lead in experience design are those that reimagine every touchpoint through emotion, relevance, and simplicity. He also discusses the “experience divide,” where traditional businesses fall behind because they optimize for efficiency rather than meaning.

The keynote concludes with a call to action for leaders to become “architects of experience,” combining innovation, creativity, and empathy to design the future of brand-customer relationships. Solis reminds audiences that in a world of rapid disruption, the most human companies will ultimately win.

In his TEDxPresidio talk, “Screw Business as Usual: This Is the Real World,” Brian Solis delivers a bold message about redefining success in the modern age. He opens by challenging the audience to confront the limitations of traditional business thinking—where profit and process often overshadow purpose and people. Drawing on his research as a digital anthropologist, Solis highlights how the world has evolved faster than organizational mindsets, creating a gap between what businesses do and what people actually need.

He explains that the “real world” is now shaped by transparency, connectedness, and empowered individuals who demand authenticity and meaning. To thrive, leaders must embrace empathy, innovation, and accountability—not just efficiency. Through personal stories and social observations, Solis illustrates how purpose-driven innovation can spark both business growth and societal impact.

He concludes with a call for courage: to break from conformity, take creative risks, and reimagine business as a platform for change. The real revolution, he says, begins when companies rediscover their humanity.

In his Financial Forum X 2018 keynote, Brian Solis delivers a compelling exploration of disruptive innovation—not just as a buzzword, but as a defining force driving economic and organizational change. He begins by explaining that disruption occurs when new technologies, behaviors, and expectations converge faster than traditional business models can evolve. Solis argues that many companies mistake iteration for innovation, optimizing outdated systems instead of rethinking them entirely.

He underscores that the true disruptors are those who see change through a human lens—focusing on unmet needs and emerging behaviors rather than simply adopting new tools. Solis highlights how leading innovators identify “experience gaps,” where customer expectations exceed what brands deliver. He draws on examples from financial technology and other industries to show how digital-first startups redefined trust, convenience, and value.

Solis challenges established organizations to cultivate “innovation literacy”—the ability to see possibilities beyond current frameworks. He emphasizes that innovation is not a department or initiative but a mindset embedded in culture. The talk concludes with a call to action for leaders to embrace experimentation, empathy, and courage as core capabilities. In the digital economy, Solis reminds audiences, disruption is inevitable—but irrelevance is optional.