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In 1999, Joseph Pine and James Gilmore offered this idea to readers as a new way to think about connecting with customers and securing their loyalty. As a result, their book The Experience Economy is now a classic, embraced by readers and companies worldwide and read in more than a dozen languages.
And though the world has changed in many ways since then, the way to a customer's heart has not. In fact, the idea of staging experiences to leave a memorable—and lucrative—impression is now more relevant than ever. With an ongoing torrent of brands attacking consumers from all sides, how do you make yours stand out?
Welcome to the new Experience Economy. With this fully updated edition of the book, Pine and Gilmore make an even stronger case that experience is the missing link between a company and its potential audience. It offers new rich examples—including the U.S. Army, Heineken Experience, Autostadt, Vinopolis, American Girl Place, and others—to show fresh approaches to scripting and staging compelling experiences, while staying true to the very real economic conditions of the day.
- Sales Rank: #36016 in Books
- Brand: Brand: Harvard Business Review Press
- Published on: 2011-07-05
- Original language: English
- Number of items: 1
- Dimensions: 8.25" h x 5.50" w x 1.00" l, 1.94 pounds
- Binding: Paperback
- 400 pages
Features
- Used Book in Good Condition
Review
“updated and wonderfully relevant book.” – AdAge
"One of the best business books of the twentieth century, now renewed for the challenges of the twenty-first. Pine and Gilmore provide businesses everywhere with a road map for reenergizing their customer experiences.” - Tom Kelley, General Manager, IDEO
About the Author
B. Joseph Pine II and James H. Gilmore are cofounders of Strategic Horizons LLP, an Ohio-based, thinking studio dedicated to helping enterprises conceive and design new ways of adding value to their economic offerings. They are coauthors of Authenticity. Pine, who also wrote Mass Customization, is a Senior Fellow with the Design Futures Council and the European Centre for the Experience Economy, which he cofounded. Gilmore is a Batten Fellow and Visiting Lecturer at the University of Virginia Darden School of Business.
Most helpful customer reviews
12 of 12 people found the following review helpful.
New to me, but some good practical advice about engaging customers
By Tom Sales
One of the companies showcased in "The Experience Economy" is Progressive Insurance, where I worked in the 90's. I can attest to the fact that--then and now--Progressive is totally engaged in the experiences they offer, and it truly sets them apart in their industry. But even with that affinity toward the importance of the experience, I had not heard of this book until seeing it referenced recently in a USA Today article about the "death" of shopping malls.
I very much liked Pine and Gilmore's discussion of why a focus on goods and services will inevitably lead to buying everything based on price. Progressive experienced that and even embraced price competition, but over the last 15 years they've successfully continued to give its customers performances and reasons for sticking with them beyond just price.
The first half of the book provides excellent rationales and case studies for focusing on experiences. I found it got a bit tedious in the second half when the authors looked at the experiences from a dramatic, theatrical perspective--as though to justify their argument. But invariably one starts thinking "what will come after experiences?" and that's when they shift in the last two chapters to the Transformation Economy that some companies/industries are already exploring.
All in all, this book helped me in two ways. Late in my career I find myself working for the first time in retail and--as other reviewers mention--this book really does focus on retail. We've recently added a new tool in our stores to help customers better evaluate which of our products will be right for them. This is new and eye-opening for many of our customers, but I can see that the novelty will soon pass. It seems important for us to build upon this new tool to establish an environment for entertaining and educating our customers so they are learning how we can improve their health. It's interesting how several of our vendor partners have seen this need, while others have not.
In a more personal way, my youngest son is part of the millennial generation who seemingly graduated from school at the wrong time and has struggled to find a job befitting of his college degree. His biggest obstacle--quite frustrating to me--is that he doesn't know what he wants to do. After reading this book, I can start to see his frustrations because there are many employers offering "old" jobs that are not exciting and that don't help people to aspire to work in those careers. Perhaps as businesses and employers start to transition into performing roles to help their customers to seek out transformations, emerging jobs will become more exciting and aspirational. But--after reading this book--I have a new way to talk to my son and perhaps help him to target what he really wants to do.
2 of 2 people found the following review helpful.
but not as boring as a business marketing textbook
By Walsh
Recently read this although it has been out for some time. I found this making me think of Seth Godin's marketing writing as well. However, this is a more detailed and accurate book on creating something greater than a product. Unlike much of Godin's work, Pine can use more concrete examples and suggestions for the reader to translate theory into practice. The content probably something that might be a bit overwhelming for a person completely new to business or marketing, and slightly underwhelming for an individual with an MBA.
The information is relevant to anyone who creates a product and wants to understand ways of increasing that value. Somewhere between the animated writing of Seth Godin, but more realistic, but not as boring as a business marketing textbook.
1 of 1 people found the following review helpful.
Articulates Experiences as distinct from Services, and work as an act of theatre
By Bradford Needham
The Experience Economy clearly articulates one seemingly-simple thesis: that Experiences are a new type of economic value, distinct from commodities, goods, and services. In a way, they expand the saying "You aren't in business if you aren't in Show Business" into a deep, detailed analysis of experience as literally (not metaphorically) an act of meaningful theatre.
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