Mobile has reprogrammed your customers brains.

Your customers now turn to their smartphones for everything. Whats tomorrows weather? Is the flight on time? Wheres the nearest store, and is this product cheaper there? Whatever the question, the answer is on the phone. This Pavlovian response is the mobile mind shift the expectation that I can get what I want, anytime, in my immediate context.

Your new battleground for customers is this mobile moment the instant in which your customer is seeking an answer. If youre there for them, theyll love you; if youre not, youll lose their business. Both entrepreneurial companies like Dropbox and huge corporations like Nestlé are winning in that mobile moment. Are you?

Based on 200 interviews with entrepreneurs and major companies across the globe, The Mobile Mind Shift is the first book to explain how you can exploit mobile moments. Youll learn how to:

Find your customers most powerful mobile moments with a mobile moment audit.

Master the IDEA Cycle, the business discipline for exploiting mobile. Align your business and technology teams in four steps: Identify, Design, Engineer, Analyze.

Manufacture mobile moments as Krispy Kreme does it sends a push notification when hot doughnuts are ready near you. Result: 500,000 app downloads, followed by a double-digit increase in same-store sales.

Turn one-time product sales into ongoing services and engagement, as the Nest thermostat does. And master new business models, as Philips and Uber do. Find ways to charge more and create indelible customer loyalty.

Transform your technology into systems of engagement. Engineer your business and technology systems to meet the ever-expanding demands of mobile. Its how Dish Network not only increased the efficiency of its installers but also created new on-the-spot upsell opportunities.

Mobile is rapidly shifting your customers into a new way of thinking. Youll need your own mobile mind shift to respond.

Ted Schadler is a well-known technology analyst and coauthor of Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business (HBR Press, 2010). Ted analyzes the impact of mobile on the technology industry and on corporate processes and systems for the highly respected research firm Forrester Research. Teds report on mobile engagement was the most popular report among Forrester clients in 2012.

Josh Bernoff is the bestselling coauthor of Groundswell: Winning in a World Transformed by Social Technologies (HBR Press, 2008), which the editor of Advertising Age called the best book ever written on marketing and media. He is also coauthor, with Ted Schadler, of Empowered. As SVP of Idea Development for Forrester Research, he identifies and develops the companys most forward-looking ideas.

Julie Ask is a well-recognized mobile expert who has written more than 120 reports on mobile strategy and execution. Working with hundreds of clients in the Americas, Europe, and Asia on mobile strategy, she has advised executives in the retail, travel, financial services, consumer goods, and healthcare industries. Julies research has been cited in media including The Wall Street Journal, PBS, and NBC Nightly News.