This post is part of The Edge monthly series of book reviews on books relevant to new PR professionals.

I first heard from Brian Solis at the Social Business Summit in New York City last year and received a copy of his book [What’s The Future] Of Business from the summit. Solis is a digital analyst, anthropologist and futurist studying and influencing the effects of emerging technology on business, marketing and our culture today.

Not just another social media or customer service book, this is a detailed and insightful book on our changing customer experience and social commerce that revolves around a new generation of connected consumers (Generation C as Solis calls them) on the opportunities we are missing or underestimating. The book outlines actual recommendations on how to align your new business objectives and marketing plans based on the new world of engagement and the upcoming Generation C.

Solis focuses on how we can create and invest in meaningful and shareable experiences; this is the future of business. It provides great visual with well-designed graphics, sketches and examples of actual tweets. Personally, I appreciated the research and case studies Solis put in this book to make it even more authentic. From the design and layout of the book, it is one you will want a tangible copy of, not a Kindle version.

“In the circle of life, connected consumerism is the new reality. Those businesses that don’t disrupt their own markets will find their markets disrupted for them.”

Solis says now is the time to innovate as Generation C is taking place and innovation starts from within. The most dangerous words in a meeting can be “this is the way we’ve always done things,” but Solis says change starts with a vision. “To change takes two things: the aspiration and determination to change.”

The book provides inspiration around rethinking your business model, helping your company equip itself to change with your customers and learning how experience design helps businesses.

Lauren Gray works within public relations and marketing from Stamford, Connecticut. She serves as a PRSA New Professionals Section blog co-chair and as a PRSA New York new professionals co-chair. Connect with Lauren on Twitter and LinkedIn.