A lot of professionals, like media and marketing professionals believe the hype of experience economy, the trick of experience marketing, seems to be over. We are at a sort of zero point. The new buzz could well be authenticity. In fact we believe that thinking and acting from a really customer or guest perspective for the mean stream companies still has to really begin(excluding some best practices). Competing in the future will be really on an experience and transformational level. And on the level of integration of technological innovations and the physical experiences. ( A lot of innovations are doe not fit automatically the customer experience. Business innovation through customer co- creation will be the next step. LEGO company is in this field an important pioneer and innovator.(Experience Economy 2nd generation).The important societal shift that is taken place is towards self direction, self determination.The role of companies will change from an experience stager towards facilitating platforms for all kinds of human expressions and to facilitate groups and individuals to create their own form of meaning. The third phase will be transformational where parties involved will change together. All generations will co exist together. There is still a great need for well executed first generation experience concepts.Also readhttp://www.experience-economy.com/2006/05/25/in-what-phase-of-the-experience-economy-is-your-organisation-by-ed-peelen/