Rolf Jensen wrote the international bestseller ‘The Dream Society’. At the moment Jensen is taking a journey into the future and is about to publish another potential bestseller: ‘The Future Makers’. Jensen has been to 2030, and now he is back - with inspiration for compagnies to make better decisions today. He will talk about the perspectives for the experience economy and more: the coming revolution in the service industry, from uniformity to diversity in values and products, about the new ‘amaproffs’ - your new competitors, he will tell you about the thousands of future makers entering the market place. And he will do it with a few educational jokes.

Featuring: Joe Pine, Mark William Hansen(Lego Company, Igor Milder(Lost Boys) and Hans Mestrum

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Interdit, which means forbidden in French, is a most unusual culinary concept, designed and implemented by four young creative people from Amsterdam, Brian, Jaymz, Tiddo and Niels. They are “the Cowboys of the Kitchen”, and their concept can be described as a culinary, disobedient, semi- illegal, traveling cultural restaurant.

At the start of the nineties, house music( hard core) was breaking through in the Netherlands. Irfan van Ewijk, Duncan Stutterheim, and Theo Lelie (from whence came I D&T) were so passionate about the music that they began to organize their own house party in 1992 in Utrecht. They each borrowed $40,000 from their parents and, despite dire warnings from family and friends, succeeded in getting over 8,000 people to attend their post-Graduation party, “The Final Exam”, and made a tidy $50,000 profit.

The core business of ING private banking is assisting private business owners during take overs. One of the problems of small, privately owned businesses is that owners often have great difficulty in letting go of their businesses when the time comes. For ING Private Banking, however, facilitating the sales and transfer of these businesses is a core activity. So, rather than sponsor the usual golf tournament, director of marketing Jan Sinnema , actually after reading book of Pine & Gilmore, developed the concept of a theme dinner centered on “how to let go of your business”.

Achmea Healthcare is the leading Dutch Health Insurer with a full portfolio of insurance services. Its director, Fred Lingg, embarked the company on an experience journey in 2000. He and his management team realized that health insurance was a very low-interest service (until one becomes ill) while the industry was becoming more and more competitive. So Lingg changed Achmea’s paradigm from sickness insurer to health provider, from low-interest price competition to high-interest experience staging.

by Albert Boswijk, Thomas Thijssen en Ed Peelen
Pearson Education ISBN 90-430-0928-8

Or to be ordered either in the regular bookstores, or direct and for a signed copy by the authors please contact info@experience-economy.com

English version in the fall of 2006

Click here if you would like to order a book.

by Thomas Thijssen

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The dawn of the information society has created a need for a successful combination of life-long learning, entrepreneurial behavior and self-development. Organizations will have to be redefined as generic learning environments for individuals. This emerging perspective calls for new learning models and new learning infrastructures, examples of which are being developed at the University of Amsterdam.
The model described in this article involves three types of participants in the learning process and three methods of learning. The integrating concept is called Learning by Sharing. The participants are: business individuals, teachers/researchers and students. The three methods of learning are: learning by experimenting, learning by investigating, and learning through practice.

The next practices of innovation must shift the focus away from products and services and onto experience environments - supported by a network of companies an consumer communinties - to co-create unique value for individual customers.

In this report from the European sector of the Experience Economy I would like to share some insights, provide an overview of emerging trends based on research, and demonstrate these trends in practice through European case studies. Our key finding: Experiences created from a place of passion for people (not purely founded in economics) make great contributions to the quality of life and are economically successful in the end. If the motive is purely economical, the lifecycle of these experiences will be shorter than those based on passion for people. These insights will definitely influence the research agenda of the European Centre for the Experience Economy in the near future, to focus more on quality of the lives of individuals and social groups and the role of experience offerings in enhancing this quality of life in an authentic and profitable way.

We see many companies today floundering in how to market their offerings thanks to the demise of mass markets, the ineffectiveness (and unmeasurability) of advertising, and the seeming failure of using the World Wide Web as an effective marketing vehicle. That’s why we also see a plethora of “adjective-based� marketing ideas; to name just a few, think of guerilla marketing, permission marketing, viral marketing, even emotion marketing and emotional marketing. Each type may have something valuable to say, but never really addresses the heart of the problem: People have become relatively immune to messages targeted at them. The way to reach your customers is to create an experience within them.