Brian Solis is a principal analyst at Altimeter, a Prophet company. He is also an award-winning author, prominent blogger/writer, and keynote speaker. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business and society. His research and books cover digital transformation, culture 2.0, and innovation and are meant to help people better understand the relationship between technology and humanity. His new book, X: The Experience When Business Meets Design, introduces the experience as the new brand, bringing the worlds of CX, UX, and BX together to re-imagine the customer journey and lifecycle.