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A category of one
You might be in a category of one, but you probably aren’t. You might be the only business that people in your city can turn to for a home meal delivery subscription, but you probably aren’t. You might be the only lawyer, or copy writer, or plumber, but you probably aren’t. The next trick you […]
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Why are we taking photos of fish?
Why have social networks proliferated, and what does that have to do with bankers, bicycles and your business? Why is there a social network for everything? Facebook, Instagram, LinkedIn, TikTok, Twitter, YouTube; and those are just the catch-all ones. If you like something more niche, like trying to outsmart a fish – there’s a social […]
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It’s not about entertainment
Given that the most obvious examples of the Experience Economy are from the world of entertainment, it’s easy to think that advocates of the Experience Economy (like me) want you to make everything you do entertaining. That’s a mistake. The Experience Economy isn’t about entertainment, it’s about emotion. If you give someone a good emotion, […]
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No business like show business
“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 […]
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But not all the time
It’s true that many great experiences are built out of many moments, many iterations, but it’s a grave mistake to try and be remarkable all the time. The remarkable experience you seek to create is way more likely to be successful if the journey you take your customer on is mostly expected and occasionally remarkable. […]
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Cutting through the fog
Some people are naturally great storytellers, maybe even some people on your team. Some people are naturally great entertainers, and maybe they even create great experiences for your customers intuitively. But no people are great all.the.time. And so great experiences need to be designed. If you and your team design the experience, then experience can […]
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The courage to be peculiar
The experiences we remember, the moments we talk about, the ideas that spread, they are all peculiar in some way. And yet we’ve been taught that being peculiar is scary and dangerous. How can that be? The case for peculiar If those experiences and moments and ideas weren’t peculiar; if they were the average kind, […]
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Make it an occasion
What an occasion! Imagine people said that about the moment that the plumber unblocked their toilet… Seems far-fetched, but let’s imagine… An occasion is a special event, often a celebration. It’s something that happens occasionally. And perhaps most importantly, there is no law of physics that I’m aware of which objectively qualifies one thing as […]
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Pick your moments
We’re in an experience economy now, and to be among the winners you need to be Re.Mark.Able. But you can’t be remarkable all the time, because if you were, whatever you were doing would become the normal thing, the expected thing. And so you need to pick your moments. But how? One heuristic that might […]
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Re.Mark.Able
The ideas that spread are the ideas that win. The businesses that people eagerly want to tell other people about are the businesses that win. What would it take for your business to be the topic of conversation that someone eagerly tells people about at a dinner party? When someone says, “Hey Sam, how was […]
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Moments that win
Competition in the market is fierce. And if you’re playing a game where the winner is the one who gives the best customer service then it’s easy to understand why you might be seduced to try and exceed your customer’s expectations in an attempt to beat the competition. Except that the winners aren’t even playing […]
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How To Win In The Post-Service Economy
Service has become commoditised. We expect our food will be prepared quickly, and we expect that the food will be great, because great service is the new minimum expectation. We only go to the restaurant / hotel / mechanic / insert-your-business-here if it has 4 or 5 stars. Only 3 stars? Meh … Great service […]