“The experience economy is only for creatives.” Well that’s just false.

Yes, it’s true that I happen to run a business that many would put into the ‘creative industry’. And I regularly hear clients say things like, “we’re a bunch of [accountants / lawyers / engineers / bankers / practically any industry you like] so you know that we aren’t that creative.”

I also see those very same teams at our events being super-creative.

That story in your head that you aren’t creative, that you can’t lead your industry by being creative, that you can’t come up with experiences for your clients that set you apart – that’s just a place to hide. It’s a fearful way to see the world. And it’s simply not true.

I have a friend who runs a mid sized accounting firm; you know – one of the “boring” professions; and he told me the simple story of how their office will gather round a phone, open WhatsApp, hit the voicenote button and sing happy birthday to their clients. It’s a voicenote; it doesn’t take them very long, and it doesn’t matter how well they sing, and their clients love it!

They’re creating an experience that belies the boring expectations of their industry. It’s personal, it’s human and it builds connection.

When friends at dinner ask about an accountant, those clients can’t wait to tell the story about how cool their accountants are.

It’s an experience you’re able to remark about; that is to say it’s remarkable.

In today’s world, the remarkable businesses are the businesses that win. The experience economy is not just for creatives anymore. There’s no business that’s not show business.