A MONTHLY PUBLICATION
OF THE COUNCIL
OF SMALLER ENTERPRISES
Idon’t usually spend enough time reading any one thing to finish a book. But, recently I sat down with an updated version of The Experience Economy by B. Joseph Pine II and James H. Gilmore.
I’ve read the book a couple of times in the past,
but now with more career experience, a rough
economic situation, and pace of change that often
leaves service behind, it was great to reacquaint myself with Pine and Gilmore’s ideas.
The central theme of the book is focused on the idea that products and services are
no longer enough. We have to find a way to immerse our customers in an experience
that takes them beyond what they want to something they don’t even know they
craved—an experience worth repeating again and again.
The Geek Squad, Build-a-Bear, Starbucks, the Apple Store, Disney or, remember,
Dick’s Last Resort in the Flats? You get the picture—and that’s the point. Each of
these companies has made their “service a stage and their goods the props to create an
experience” for their customers.
It’s a very powerful concept that can change the way you think about what you
So what can you do in your business to create that unbelievable experience that your
customers can only get from you? Ask the question suggested by the authors: “What
would you do differently if you charged admission?” Think about it a little…you might
be surprised at the answers you create for yourself.
I look forward to seeing you next month at our June Education Session: “What
Business Are You Really In?” featuring Gilmore. I promise it will be worth your time
and you’ll walk away with at least a couple great insights on what you can do to make
your business better.
I also look forward to spending some time with you to learn more about how we can
make your “COSE experience” even better.
ARE NO LONGER
COUNCIL OF SMALLER ENTERPRISES
President and Executive Director
Senior Director, Marketing
Director, Education and Programs
Advertising and Sponsorship
Advertising and Sponsorship
GENERAL COMMENTS OR IDEAS
Ginny Hridel, Judith Malone,
Maria Mastrandrea, Cheryl Ough
Smart Business Content Marketing
Design and Production Services
Steve Millard, president and executive director of COSE
DATE: THURSDAY, JUNE 7
TIME: 8 A.M.-NOON
PLACE: LOCKKEEPERS, VALLEY VIEW
PRICE: $25 MEMBERS, $40 NONMEMBERS
cose.org/events or 216.592.2222
COSE Update (ISSN 1068-137X) is
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