There is no more business as usual. The world’s biggest taxi company owns exactly zero taxis. The largest hotelier owns zero rooms in zero hotels. The hottest name in designer fashion sells no clothing. Some of today’s hottest start-ups are taking on mature markets like beauty and grooming with zero product innovations by simply changing the way people shop. Uber, Airbnb, Rent the Runway, Birchbox and the Dollar Shave Club all have one thing in common. They don’t sell products — they sell experiences.
Because so much of the customer journey is now digital, we have the power to measure it. We can know rather than guess how it looks and feels, and how audiences and individuals respond. With this knowledge, we can craft powerful experiences that get results, capturing the customer’s time, attention and loyalty. Think of an experience as a story. The customer is the protagonist.