Download The Experience Economy: Work Is Theater & Every Business a Stage, by James H. Gilmore
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The Experience Economy: Work Is Theater & Every Business a Stage, by James H. Gilmore
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Amazon.com Review
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 In The Experience Economy, the authors argue that the service economy is about to be superseded with something that critics will find even more ephemeral (and controversial) than services ever were: experiences.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
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"A wise, deep, and enlightening book." -- Toronto Globe and Mail, May 5, 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 1999This book scared the hell out me. The pitch is that consumers are increasing in complexity. They want everything from simple commodities to manufactured goods to what the authors call experiences – immersive, richly textured commercial events. And fast-paced business types better follow or they'll be left in the dust.The patron saint here is Walt Disney: Coffee shops should focus on the coffee experience, the authors suggest, while restaurants need to realize that the music and the ambiance – eatertainment, as the authors label it – are as important as the food.The book is well written and I liked its fanatical conviction. The authors cheerfully acknowledge that even the most sacred experiences can be turned into a fast buck for faster companies. (They point out that many Americans now seek advice not from their priests and religious leaders, but from paid "spiritual coaches.") I'd love to think this is an elaborate spoof on the absurdity of late-state capitalism, but I'm afraid Pine and Gilmore are absolutely serious when they conclude that "The Consumer Is the Product." God help us all.– Michael Parsons -- From The Industry Standard
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Product details
Hardcover: 272 pages
Publisher: Harvard Business School Press; 1st edition (April 1, 1999)
Language: English
ISBN-10: 0875848192
ISBN-13: 978-0875848198
Product Dimensions:
6.4 x 1 x 9.4 inches
Shipping Weight: 1.3 pounds (View shipping rates and policies)
Average Customer Review:
4.3 out of 5 stars
53 customer reviews
Amazon Best Sellers Rank:
#361,681 in Books (See Top 100 in Books)
While there were a few good nuggets found in the middle of the book, the rest is far too dated to be helpful. I skimmed most of the book and found that the call-outs were insightful, but didn't bother reading in-depth. I would skip this one.
If you're looking for a lesson on the difference between commodities, goods, services and experiences, then this book will provide it. The important lesson, though, is how to move from a service-based business model to one based on experiences, as first exemplarized by Disney's theme parks​.​Other than that, we find that The Experience Economy functions mostly as content marketing for the authors' consultancy business. Which is perfectly fine, but we think that the main lessons of the book are outdated.We found one important and interesting aspect of PIne and Gilmore's book that we want to point out. It's reflected in the book's subtitle: "Work Is Theatre & Every Business Is A Stage".In order to transform your service into an experience you must consider yourself a director of a play, your employees as actors and supporting staff, and your customers as the audience.​You must also appreciate the different styles of acting -- and more importantly, reconsider​ the traditional script-based customer service. Draw lessons from improv theatre and street actors, to give your customers truly unique experiences.
I had the pleasure of discussing Experience Economy with Gilmore in a small class setting. What was apparent is that he loves this stuff. I think other reviews on this book already do a good job of encapsulating what this book is about and how useful its perspectives are. An additional insight would be that the contents derive from Gilmore's passion and willingness to see the world differently. The real lesson for the reader should be the same. Have passion about what you do, and be willing to take a risk of seeing your field through a different lens of eyes.The core concept of the book is also fairly simple. If you take a commodity and customize it, it's a good. Customize the good, and you get a service. Customize the service, and you have experience ... hence the Experience economy. A key takeaway is that at each level up, there's greater value for the user. Also, it's newer, so it's a richer field in which to compete (in the experience economy, versus, say commodity economy).Much of the details surrounding the experience economy itself is rendered in descriptions of theater and stage.What comes after the experience economy? It's transformation. For example, Gilmore spoke about golf coaches. What if you didn't charge by the hour (service), but instead charged by how many handicaps you are responsible for improving for your client (transformation). Clearly, this is risky. Your client many not improve. But, the opportunity is that this kind of alignment would change the way you teach and engage your client, and really could help that client become a superior player. The value add would be far more than simply walking around with someone for an hour or two. And, if you know what you are doing, you should be able to extract appropriate economy rent for that transformation. The road to transformation is replete with our mastery over data. Data to information. Information to knowledge. Knowledge to wisdom. The book is a must read for innovators as well as those looking to go into a new business.
This works well as a framework for case studies on Las Vegas, Disney, and Selfridges, and for creating templates for events that are themselves an Experience regardless of their actual location.
Joe has written a book that I have come to realize years later is quite timeless in it's approach to understanding experiential marketing.
A Harvard educated friend of mine told me about this book which created some interest, until I found out the most successful companies in the country were using this technique to rapidly expand their profitability. Then I couldn't wait to order it and find out for myself how these concepts applied to small business.I wasn't disappointed and have recommended the book for years because even though it's a radical concept, it works. If you have ever wondered if price is the most important element in finding business success, this book will convince you otherwise. It's not about money- it's about the customers experience and when you know how to master this technique you will win customers for life along with word of mouth marketing that will be invaluable for your long term business success.
As co-author of the cluetrain manifesto .......... I'm often asked by companies how they can implement the ideas we talk about. This book is a great place to start. Unfortunately, the listing here leaves out the subtitle: "Work Is Theatre & Every Business a Stage." That's what got to me. Acknowledging the role of serious play in serious commerce is long overdue, but The Experience Economy makes up for lost time. While most business books are little more than literary Sominex, this one will stretch your head in new dimensions. Even if you disagree with bits, it'll wake you, shake you, make you think.At first, I was put off by the notion of the Internet as "the greatest force for commoditization known to man." This is only true when the net is seen as an extension of the broadcast model: think TV. But that's the wrong approach, as the authors later make clear: "Cyberspace is a great place for such experiences, but many businesses still don't get it. They're heading into the commoditization trap, trying to figure out how to better sell their company's goods and services over the World Wide Web, when in fact most individuals surf the Net for the experience itself."E-commerce as performance art, I love it! So step right up, boys and girls, and get your ticket to the Pine & Gilmore Masque. The show's just about to begin!
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