James L. McQuivey

VP, Principal Analyst

Forrester Bio

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Predictions 2020: Anxious, Lost Consumers Are Hungry To Connect

James L. McQuivey October 28, 2019
In an era of convenience and hyperpersonalized experiences, consumers still feel unfulfilled. Learn how marketers, tech providers, and consumers themselves will attempt to fill the void.
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Amazon’s New Echo Lineup Does What Fire Phone Never Could

James L. McQuivey September 25, 2019
Remember when Amazon created a new phone and hoped it could revolutionize the smartphone business? And remember how badly that failed? As of today, Amazon just proved that it doesn’t need no stinkin’ smartphone to get up close and personal with its most engaged customers. In today’s product announcement event, Amazon released a full assault […]
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It’s Time To Fight For Consumer Hope

James L. McQuivey September 11, 2019
“Digital platform” is a term I first proposed more than a decade ago to describe a new breed of company that was about to dominate in our economic and social discussions. The term never caught on, sad to say, probably because it wasn’t catchy enough, but the prediction proved true. I used the word platform […]
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Apple: The First Hope-Based Company

James L. McQuivey September 10, 2019
The end of consumer habit and consumer loyalty is near. But there is one constant that will emerge in the next decade to dominate consumer choices. That constant is hope.
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Let’s Get Everyone To The Future

James L. McQuivey May 14, 2019
At 5 a.m. this Saturday morning, I will be in a huddle of a few dozen hardy individuals in subfreezing temperatures. At the hour, we will begin a “race” through 60 kilometers of beautiful desert surrounding Utah’s Bryce Canyon. I put “race” in quotation marks because, except for the premier athletes at the front of […]
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Psychological Health: A Mental Tool For Approaching Your Future

James L. McQuivey May 9, 2019
Forrester Future Fit is a tool for measuring your readiness for the future. A simple, five-minute assessment lets us statistically project whether you are in the high-, medium-, or low-fitness group. Take the survey at forr.com/futurefit to learn your score. Read more about future fitness here. You’ll find that there are nine key attributes of […]
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Can We Talk (Honestly) About The Executive In The Room?

James L. McQuivey April 24, 2019
It’s easy to pick out truly bad examples of leadership. In every organization you are part of — from the parent-teacher cooperative to the leaders of nations — there are inept leaders who seem to have cajoled or manipulated their way into their roles. Despite how easily such examples come to mind, however, these egregious […]
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Emotional Fitness: How It Feels To Be Ready For The Future

James L. McQuivey April 22, 2019
Forrester Future Fit is a tool for measuring your readiness for the future. A simple, five-minute assessment lets us statistically project whether you are in the high-, medium-, or low-fitness group. Take the survey at forr.com/futurefit to learn your score. Read more about future fitness here. You’ll find that there are nine key attributes of […]
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The Clash Of The Digital Platforms: The Five-Year Update

James L. McQuivey April 19, 2019
On March 7, 2014, I wrote a report called “The Clash Of The Digital Platforms” in which I identified five companies that had a unique status in the world of technology, innovation, and overall business. The five companies were (alphabetically) Amazon, Apple, Facebook, Google, and Microsoft. In a byline piece I wrote for Ad Age’s […]
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Are You “Fit” Enough To Be Future Fit?

James L. McQuivey April 11, 2019
We released Forrester Future Fitness just over a week ago, and the good questions keep rolling in. People are intrigued, many of them for the reasons that motivated us in the first place to create the future fitness concept and tool. First things first, if you need an overview of what future fit is, I […]
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Forrester Future Fitness: The Big Picture View

James L. McQuivey April 2, 2019
This week, we launch a completely new tool to get you from where you are to where you want to go. The tool is called Forrester Future Fitness. It’s an atypical tool for Forrester, but desperate times call for desperate measures. Or maybe, transformative times call for transformative measures. Note: Want to read the in-depth, […]
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Forrester Future Fit: Next Steps

James L. McQuivey April 1, 2019
Thank you for taking the quick Forrester Future Fit assessment. If you took the 2.0 version of the assessment experience, you also got a brief walkthrough of the attributes that influence future fitness. If you didn’t or you want a refresher, be sure to visit Why Future fit has nine attributes to learn more. For […]
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Forrester Future Fit: How Fit Are You?

James L. McQuivey April 1, 2019
FORRESTER FUTURE FIT ASSESSMENT 2.0, UPDATED AUGUST 2019 We’re pleased to announce an updated Forrester Future Fit assessment experience. Since we launched future fit in April of 2019 we have had incredible feedback from users and clients who want to know more, learn more, and improve their own fitness. Thanks to thousands of new datapoints […]
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Engaged Employees: You Can’t Get There Without Them

James L. McQuivey February 14, 2019
Truth is, in most of the reports we write about how to prepare your company for the future, two major recommendations always come out: Get your C-level leaders on board, and cultivate a culture that can transform your business. The first is crucial yet obvious, and I’ve grown tired of writing it. The second, culture, […]
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The Day Of The Machine Is Here: Are We Human Enough To Seize It?

James L. McQuivey October 5, 2018
You’re an executive, an employer, or maybe an up-and-comer in your organization, but either way, you have surveyed the moment and you know that big things are poised to happen. Unlike the big things of the past — the internet or mobile — the change won’t be the result of consumers embracing a shiny new object or buying into a […]
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The Day Of The Machine Is Here: Are We Human Enough To Seize It?

James L. McQuivey September 27, 2018
You’re an executive, an employer, or maybe an up-and-comer in your organization, but either way, you have surveyed the moment and you know that big things are poised to happen. Unlike the big things of the past — the internet or mobile — the change won’t be the result of consumers embracing a shiny new object or […]
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Digital Media Startup Success Plan: A Conversation With Annafi Wahed

James L. McQuivey September 25, 2018
Forrester isn’t a political organization, and we don’t cover political news, but it would be silly not to acknowledge the fact that today’s turbulent political environment affects us and our clients. It does, and it will continue to in ways that Forrester weighs in on when necessary. You may have recently seen our coverage of […]
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Nike Scores A Customer-Values Touchdown

James L. McQuivey September 21, 2018
Unless you were on the Appalachian Trail for a few weeks, you know what I’m talking about. I’ll start with this paragraph from our newly published analysis of Nike’s “Just Do It” campaign featuring Colin Kaepernick, called “Nike Makes No Sacrifices“: Judging Nike’s decision is difficult because there’s so much conflicting evidence. In concept, values-based appeals […]
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Apple’s Earnings Are Amazing But Not Enough

James L. McQuivey August 1, 2018
Apple’s Tim Cook announced stellar earnings yesterday, exceeding analyst estimates but not surprising us at Forrester. We have predicted for a while that Apple was poised to become the world’s first trillion-dollar company (at the moment of this writing, the company’s market cap stands at $982 billion). Apple’s products are outstanding, and its revenue outlook […]
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Ready For The Future? Ask Your Body

James L. McQuivey July 27, 2018
Are you future-ready? Your body contains the secrets to your behavior, including future readiness. Though obvious, most of us fail to recognize this day to day. We think that our brains — our minds — make decisions about how we should feel and what we should do. But the decision of what to wear to work today, […]
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