10 years Experience Economy Every Business has a stage, time for transformation and social innovation |
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It has been exactly 10 years ago since the first publication of Pine & Gilmore. The Experience Economy, Work is Theater & Every Business has a Stage came out(28th of April 1999). Pine & Gilmore of Strategic Horizons celebrate today this memorable event. Recently they published their latest publication on “Authenticity, what consumers really want”. What happened in 10 years time? Their book gave a lot of managers a fresh look at business from a customer experience point of view. The book sold very well and is in 2009 choosen in the selection the best 100 management books. The book and Jim and Joe’s enthusiasm inspired us in 2000 to start fundamental research on the concept of experience economy. Anna Snel dedicated her Phd. research project on a integrative approach to experiences. Her promotion will be medio this year. Media, communication- and marketing consultancies have explored experience communication and experience marketing(terrible word). They think the hype is over whilest we are believing it still has to begin. Organisations still think and act in efficiency terms. They still believe the world and markets are makable. In the meantime deep changes are taking place. In a sort of strong understream new ways of relating to each other and creating meaning are taking place. How did leadership look like 10 years ago, how did organisations look like 10 years ago?
How did the market and society look like 10 years ago?. Do we dare to look ahead and ask ourselves some deep questions about the future?
I remember we did once an excercise with Bob Quinn about this and it is amazing to see how society has been changed.How will society look like in 5 years time, how will organisations look like in 5 years time, and how will leadership look like? Quite different in what we experience now! In our book we postulated three generations of experience economy; 1st generation staging of Experiences, 2nd generation experience co-creation and possibly the 3rd generation transformational. I believe that the main drivers of change will be (1) the networked society, connectivity and transparency, (2) heterogenious markets, (3) the new power laws, the changing roles between customer and organisations, (4)new technologies. All these drivers will have an impact on how value will be perceived. In the future the dominance of economic value will become less and will be balanced by emotional, social and spiritual value.So we are looking at a development of a rather different way of self determination, self direction and self organising of society. In this new configuration the new economy will be the economy of meaning. Who and which parties are capable to contribute to the process of creating meaning. Networks and parties that are capable and fit to facilitate transformations will be very much required not in the near future but now right at this time.
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