What It Means: A Forrester podcast

The age of the customer isn’t a tagline — it’s a fundamental shift in the market that is forcing companies and executives to change course. In Forrester’s What It Means podcast, we’ll examine those changes, what they mean, and what executives can do about them.

Latest Episodes

PODCAST

Marketers, Challenge False Assumptions To Truly Win Fans

What It Means April 25, 2019
With good intentions, marketers have made wrongful assumptions about what customers want, corroding consumer trust. Hear VP and Group Director Melissa Parrish explain how marketers succeed by valuing their customers’ voices on this episode of What It Means.
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Yes, You Still Need To Prep For Brexit

What It Means April 18, 2019
The terms of Brexit are (still) uncertain. But you’ll thank yourself later if you prep for Brexit now. VP and Group Director Laura Koetzle advises how you should handle key issues on this week’s What It Means.
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Operational Technology: The Key To Digital Transformation

What It Means April 11, 2019
Looking to drive new digital business models? Well, it’s not possible if you don’t address your operational technology. VP and Principal Analyst Liz Herbert explains why modernizing foundational technologies is crucial for digital transformation.
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Software Needs CEOs — And Vice Versa

What It Means April 4, 2019
Digital transformation is crucial. As John Rymer and Jeffrey Hammond explain, it’s only possible if CEOs support the software capability their firms need.
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B2B Is Also B2P (Business To Person)

What It Means March 28, 2019
The term “business-to-business” can be deceptive: You’re never really selling to a business; you’re selling to people who happen to work at a business. Principal Analyst TJ Keitt explains why this makes B2B CX a crucial consideration.
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Boxed Shows The Winning Strategies of Direct-To-Consumer Brands

What It Means March 21, 2019
The explosive growth of direct-to-consumer brands rests on a mix of agility and superior CX. Boxed CEO Chieh Huang gives us a deep dive into his company’s winning philosophy and strategies.
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Strategy, Not Technology, Is The Key For Better Cybersecurity

What It Means March 14, 2019
The tagline for this year’s RSA Conference was “Better.” According to Forrester VP and Group Director Laura Koetzle, this tagline is apt. Cybersecurity is a jigsaw puzzle still in its box: All the tech pieces are there, but forging the right configurations and strategies remains a to-do for most.
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Mobile World Congress 2019: Mobile’s Far From Dead

What It Means March 7, 2019
Don’t hold a funeral for mobile just yet. While the shiny promise of emerging technologies like AI may have stolen some of its spotlight, Mobile World Congress 2019 made it clear that mobile is the springboard for future innovations.
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Health Insurers: Innovation Under Pressure

What It Means February 28, 2019
Health insurers face threats and limitations. But that doesn’t have to be a bad thing. As Senior Analysts Arielle Trzcinski and Jeff Becker explain, health insurers have an opportunity to redefine the member experience to boost satisfaction and engagement.
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Who Chooses Direct-To-Consumer Brands?

What It Means February 21, 2019
Why do people buy from direct-to-consumer brands? Until now, little research has been done to determine what’s driving consumers to choose DTC. Forrester Senior Analyst Anjali Lai shares pioneering research in this episode of What It Means.
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Predictions 2019: Highlights

What It Means February 14, 2019
2019 is shaping up to be a challenging year. The market may slow, but the pace of disruption won’t. Now isn’t the time to throw in the towel on digital transformation and CX. Instead, build a solid foundation and get ready to come out strong in 2020.
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Quantum Computing: The Early Days (And Future Potential)

What It Means February 7, 2019
Forrester VP and Principal Analyst Brian Hopkins gives us a lesson on quantum computing: what it is, what it isn’t, and why it’s important to explore — even while the boundaries of the technology are still being defined.
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The Fast Follower Model: Less Sexy, Still Successful

What It Means January 31, 2019
Digital disruption has been the mantra of many over the past several years, but not everyone can be a disruptor — and not everyone needs to be a disruptor. Vice President and Research Director Pascal Matzke explores the benefits of being a strategic fast follower.
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The Future Of IT: Technology-Driven Innovation

What It Means January 24, 2019
Information technology has changed substantially over the years, not just in the tech it deploys but in its influence within the business. Forrester’s Sharyn Leaver and Craig Le Clair discuss the future of IT.
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Lessons From CES 2019: Consumer Technology Drives Brand Experience

What It Means January 17, 2019
Consumers have more tech at their disposal than ever before. And it has fundamentally changed how they experience brands. VP & Principal Analyst Dipanjan Chatterjee discusses the latest from CES 2019 and why marketers must understand the impact of consumer tech. 
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Untangling The Martech Knot

What It Means January 10, 2019
Martech changes, provides value, offers vaporware, and proliferates on a regular basis. So where does this leave marketers? Forrester Analysts Joe Stanhope, Rusty Warner, and Lori Wizdo help you untangle the martech knot . . . before your marketing org gets jumbled up.
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Low-Code Platforms: Govern For Greatness

What It Means January 3, 2019
Low-code development and shadow IT are not one and the same. As VP and Principal Analyst John Rymer explains, it’s all in how you govern.
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PODCAST

Why Corporations Are Bad At Engaging Startups

What It Means December 27, 2018
Corporations can gain much-needed innovation by engaging startups. But as VP, Emerging Technology Research Carl Doty and Venture Scanner CEO Nader Ghaffari explain, most corporations lack the full-sector view and unbiased advice necessary to make the best decision.
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Should You Give Up On CX? A Look At Your Much-Worse Alternatives To CX Excellence

What It Means December 20, 2018
In 2019, we predict that 20% of brands will throw up their hands and stop trying to win at CX. Why? CX is hard. But as VP, Research Director Harley Manning explains, the path of least resistance ends up being a bumpy ride in the end.
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Fulfillment, Not Happiness, Makes A Great Employee Experience

What It Means December 13, 2018
Happiness is not the prerequisite for productivity. As Principal Analyst Sam Stern explains, fulfillment and productivity are intertwined, and employee empowerment fuels both.
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