Interview with Joe Pine...

Last week, I sat down with Joe Pine and asked him some questions about the upcoming thinkAbout event in Keystone, CO. Unfortunately, the audio is not worth posting - despite the tremendous value of the content, the sound is just downright horrible...

Here are a few high-level summaries:

Q. Who should attend this conference?
A. "Experience economy mavens". Anyone who is interested in what is happening to businesses as they move beyond goods and services to staging experiences. As well as designers & consultants who are helping companies design experiences. The event is designed to expose "participants" in the event to the very core principles of staging experiences. The event itself is an experience that is not attended, but experienced.

Q. If someone could not attend, what would they experience
A. Joe and his partners are often asked if the event is recorded, or if transcripts are available that can be purchased. The event is the experience that cannot be reprinted, or you will miss something crucial. "Experiences are inheritantly personal".

Q. What has changed since the first thinkAbout?
A. First event was held in 1998 - this is the eighth event they have hosted. Intentionally, they have tried hard to keep it intimate - including raising the prices. Overtime they have stumbled across a formula that works for the event:

Day 1: The morning is a learning exercise where you are taken through a set of framework and ideas that set the context for the rest of the day. The afternoon is a learning excursion - where you go and experience things and observe what occurs. Strategic Horizons keeps the history of events on their website including invitation art work and details about the events. Evening - relax and learn about what other participants are doing in the experience economy.

Day 2: The morning is a debriefing session, taking everything put into place Day 1. Think about, process, and generate ideas for your business.

Day 3: Close with the top 10 list of experience participants should take in during the next year. Number 1 is awarded the Experience Stager of the Year Award.

Post Event: Go to a show, take in a play. This year, a trip to local nightclub with the guitar player Wayne Hancock.

Q. What discoveries have you made staging these events?
A. Yes. The events are now used to help develop new techniques. At the first thinkAbout they developed a technique called "market of one", where people learn that every customer is unique.

Q. What professional level are the participants of this event?
A. From CEO's of billion dollar companies to individuals who pay their own way (Joe's greatest compliant). VP's of customer strategies and Chief Experience Officers. That forces Joe and his team to design an event that is worth every penny.

Q. How is advertising done for this event?
A. Alumni are notified first, then an email in the spring to people who have registered on their web site. In fall they send out a formal invitation. The goal is to sign up as many people who pay money before they even know what its about (take careful note on this... it is about building a community where you are relevant - my editorial). The actual invitation is a useful piece of information and tool. So, even if you don't go you experience a piece of the event. This year includes a World of Experience Map and an Experience Field Guide.

Q. Are businesses understanding what customer experience is about?
A. More people are realizing that their business is being commoditized, and that the same old no longer works. Joe stresses "it’s not about the customer experience per se" - he adds that this generalization tends to muddy the water (and I am guilty of that at times as well). However, he goes on to define experiences as distinct economic offerings. Just making customer service people smiling more does not translate into an experience - good/important things, but they don't fundamentally change the business. Charging admission for the experience is a key element for the new economy. Thereby creating an environment where customers pay you to buy your products...

Q. Should marketing /advertising firms be designing experiences?
A. It’s probably what they should really be doing now that advertising is loosing ground. Joe is encouraging dollars from advertising to staging experiences. It’s no longer about "passive advertising" vs. "active experiences" - creatives can do this well if they get they shift their thinking. Staging experiences translates into infinite marketing ROI when customers pay admission and generates demand for the core offering.

Q. Who inside a company is responsible for staging experiences?
A. Marketing departments, operations/front-line people, and companies are now hiring CXO's - Chief Experience Officers

Q. Where is the experience economy heading?
A. No longer an emerging experience economy - it’s now "flowering". Early industry adopters like themed restaurants are being commoditized. Companies who embrace staging experiences will need to refresh their experiences, and make them more personal to avoid the future commodity trap. Peak of awareness and action in the experience economy is about 10 years out... and will last about as long as the service economy (50 years). Experiences will become the predominate economic offering. After that? Transformation experiences (think fitness centers, coaches, etc.).