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Unfolding of Business Landscape

February 12th, 2008

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 drinking 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.

Posted by Arman Darini |