Based on the work of the late Clare Graves, Beck and Cowan have developed Spiral Dynamics as a tool to help processes of change. One of the key concepts in this book is the Value Meme, VMeme. Memes can be described as cultural genes, self-replicating and adapting components of culture. VMemes can be described as worldviews in the sense that they are structures of thinking and are highly decisive for the way in which one interacts with the world. The spiral consists of different VMemes, each having certain characteristics that make them more or less fit for certain life conditions. No one VMeme is better than the other in general; life conditions determine which VMemes are the best ones to use in a certain situation. The details of the VMemes and the Spiral are actually so essential for understanding the concept of Spiral Dynamics that one cannot do justice to the theory in a short summary. When reading this book however, especially the ´momentous leap´ towards what the authors call the ´Second Tier´ VMemes is important for understanding why experiences are not just some new sort of economic offering, but a completely new way of thinking and of seeing the world.