Future economic growth lies in the value of experiences and transformations--good and services are no longer enough. We are on the threshold, say authors Pine and Gilmore, of the Experience Economy, a new economic era in which all businesses must orchestrate memorable events for their customers. The Experience Economy offers a creative, highly original, and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. From America Online to Walt Disney, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses. The authors urge managers to look beyond traditional pricing factors like time and cost, and consider charging for the value of the transformation that an experience offers. Goods and services, say Pine and Gilmore, are no longer enough. Experiences and transformations are the basis for future economic growth, and The Experience Economy is the script from which managers can begin to direct their own transformations.
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Sometime during the last 30 years, the service economy emerged as the dominant engine of economic activity. At first, critics who were uncomfortable with the intangible nature of services bemoaned the decline of the goods-based economy, which, thanks to many factors, had increasingly become commoditized. Successful companies, such as Nordstrom, Starbucks, Saturn, and IBM, discovered that the best way to differentiate one product from another--clothes, food, cars, computers--was to add service.
But, according to Joseph Pine and James Gilmore, the bar of economic offerings is being raised again. In The Experience Economy, the authors argue that the service economy is about to be superseded with something that critics will find even more ephemeral (and controversial) than services ever were: experiences. In part because of technology and the increasing expectations of consumers, services today are starting to look like commodities. The authors write that "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience."
Many will find the idea of staging experiences as a requirement for business survival far-fetched. However, the authors make a compelling case, and consider successful companies that are already packaging their offerings as experiences, from Disney to AOL. Far-reaching and thought-provoking, The Experience Economy is for marketing professionals and anyone looking to gain a fresh perspective on what business landscape might look like in the years to come. Recommended. --Harry C. Edwards
Review
"A wise, deep, and enlightening book." -- Toronto Globe and Mail, May 5, 1999
"Most persuasive are the authors' exhortations to the retail and service industries, whose efforts are most at risk of commoditization and who have the best opportunity to turn their wares into experiences." -- Business Week, June 7, 1999
"Pine and Gilmore do make an intriguing case. In particular, they implicitly challenge two ideas that have recently hardened into conventional wisdom: that giving away your product is the path to profit, and that casually clad tech-heads who inhale pizza and who write code until dawn represent the future of work." -- Fast Company, April 1999
"The Experience Economy, with its own well-developed theme and enriching examples, may transform more than a few managers." -- Technology Review, May-June 1999
"This is a good look at how every business is morphing into show business...just creating a product and waiting for the world to come to your door is not going to cut it." -- Jesse Berst, ZDNet (for Wired), July 1999
"This is a seminal work, a book that presents new ideas--and uses old ideas in new ways--to change the reader's perceptions and expectations." -- National Productivity Review, Winter 1999
"Most persuasive are the authors' exhortations to the retail and service industries, whose efforts are most at risk of commoditization and who have the best opportunity to turn their wares into experiences." -- Business Week, June 7, 1999
"Pine and Gilmore do make an intriguing case. In particular, they implicitly challenge two ideas that have recently hardened into conventional wisdom: that giving away your product is the path to profit, and that casually clad tech-heads who inhale pizza and who write code until dawn represent the future of work." -- Fast Company, April 1999
"The Experience Economy, with its own well-developed theme and enriching examples, may transform more than a few managers." -- Technology Review, May-June 1999
"This is a good look at how every business is morphing into show business...just creating a product and waiting for the world to come to your door is not going to cut it." -- Jesse Berst, ZDNet (for Wired), July 1999
"This is a seminal work, a book that presents new ideas--and uses old ideas in new ways--to change the reader's perceptions and expectations." -- National Productivity Review, Winter 1999
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COMMODITIZED. No company wants that word applied to its goods or services. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
COMMODITIZED. No company wants that word applied to its goods or services. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most helpful customer reviews
Format:Hardcover
This book definitely makes you stop and think about what today's consumer wants and expects. (In fact, it's easy, just ask yourself what you would want - what you're offering or what Walt Disney is offering). Businesses that don't make a lasting impression, offer an experience for the consumer will eventually go the way of the dinosaur.
By lalala
Format:Hardcover
this book is definitely out of the ordinary: it proposes a novel (to me at least) view of the current economy trends and well illustrate an equivalence between the work environment and the stage of a theatrical play.
Worth reading it.
Worth reading it.
By Andy Orrock
Format:Hardcover
As I write this review on July 29, 2003, I see 'The Experience Economy' is ranked at #624 in amazon.com's constantly updated sales rankings. Pretty heady for a fairly esoteric business book published in April 1999.
The reason has to do with the latest (August 2003) edition of 'Fast Company' magazine. The editors asked a series of business leaders to pick one "book that matters," noting that "one book can change the direction of a company -- or a career." Bob Nardelli, ex-of GE and now CEO of the Home Depot, chose 'The Experience Economy.'
That's a great thing, because this excellent piece of work really got the short shrift - with its April 1999 publication date, its message of capturing the full potential of face-to-face retail got buried in the tsunami of e-commerce hysteria.
Now that we all recognize the Internet as just another viable sales channel, this fine effort by Pine and Gilmore has a second life. The fact that Nardelli picked it as his one book that matters tells you all you need to know about his vision for the future of Home Depot.
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4.3 out of 5 stars
Most recent customer reviews
5.0 out of 5 stars
The ultimate product differentiator
This book really opened my eyes, and made me see my service offerings from a customer perspective. I've become incredibly passionate about the experience economy concept, and am... Read more
Published on Aug 7 2002 by Steffen Schulz
5.0 out of 5 stars
The basis for the future of business
These guys GET IT. The ideas presented in this book have proven extremely influential in proving the value of experience design to clients. Read more
Published on Jun 11 2002 by Steve Holland
5.0 out of 5 stars
BE A PRINCIPAL ACTOR!
This book is the begining of a new concept for me. As businessman I have to say that thanks to Pine and Gilmore my difference regarding the competence is now very high. Read more
Published on Oct 13 2001 by Sergio
5.0 out of 5 stars
An Awakening
No matter what your business, or your place in that business, this book is for you! You know the world is changing and you want stay in pace, this book will help you in that... Read more
Published on Jun 19 2001
5.0 out of 5 stars
An Awakening
No matter what your business, or your place in that business, this book is for you! You know the world is changing and you want stay in pace, this book will help you in that... Read more
Published on Jun 19 2001 by Allison
5.0 out of 5 stars
looking at 'taking care of business' differently
The Pine and Gilmore book about work and theater is a different, but not unique, way of looking at business. Read more
Published on Aug 7 2000 by Carol H. Tucker
3.0 out of 5 stars
Interesting premise -- but fades fast
The concept of experience and its in role business is important. However the book treats the subject too lightly, I get the impression that all business will soon be DisneyWorld. Read more
Published on July 19 2000 by "mpmcdonald"
3.0 out of 5 stars
The Divergence of Theory and Reality
The book takes a very logical, reasoned approach towards the theoretical next steps of economic expansion. Read more
Published on Jun 13 2000 by "babyfrog"
5.0 out of 5 stars
Show Time!
First of all, I urge anyone thinking about buying this brilliant book also to consider (or to re-read) Schmitt's Experiential Marketing and Wolf's The Entertainment Economy. Read more
Published on Jan 30 2000 by Robert Morris
2.0 out of 5 stars
Goto bookstore and read first two chapters
The first two chapters are well crafted and well written. After that, it seems book is reiteration of same points again and again. Read more
Published on Oct 31 1999
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