Unfolding of Business Landscape
I’ve been reading The Experience Economy, and while it’s a good book, I think there is a better way to map out the unfolding of business landscape:
- Goods: buying the coffee beans.
- Service: being served a cup of espresso to-go at Starbucks.
- Experience: experiencing drinkingĀ of latte at a coffee lounge.
- Participation: participating in choosing and brewing of coffee using the Clover coffee machine.
- Creation: creating new unique coffee drinks.
- Unity: living, breathing and becoming one with coffee.
Each successive level is a whole new dimension of immersion that completely overshadows the previous ones in value. The growth in value is balanced out by a narrowing of the market group desiring such deep connection to the product. True expression of individuality happens only at Unity.
