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 can deliver.

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.

“...PRODUCTS
AND SERVICES
ARE NO LONGER
ENOUGH.”

COUNCIL OF SMALLER ENTERPRISES Steve Millard President and Executive Director smillard@cose.org Rose DiPietro Senior Director, Marketing rdipietro@cose.org Megan Kim Director, Education and Programs mkim@cose.org Jennifer Frimel Editor jfrimel@cose.org Kristen Hampshire Contributing Editor kristen@kristenhampshire.com Sarah Shoaff Senior Manager Advertising and Sponsorship sshoaff@cose.org Megan Tirabassi Account Executive, Advertising and Sponsorship mtirabassi@cose.org GENERAL COMMENTS OR IDEAS update@cose.org CONTRIBUTORS Ginny Hridel, Judith Malone, Maria Mastrandrea, Cheryl Ough COSE.ORG Smart Business Content Marketing Design and Production Services sbnonline.com Amanda Horvath ART DIRECTOR Andrea Jager PRODUCTION MANAGER Lauren Beck PRODUCTION DESIGNER Toby Shingleton COVER PHOTOGRAPHY

Steve Millard, president and executive director of COSE smillard@cose.org cose.org/blog

WHAT BUSINESS ARE YOU

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 published monthly by Smart Business Content Marketing, 835 Sharon Drive, Suite 200, Cleveland, OH 44145, (800) 988-4726 FAX (440) 250-7001. Periodicals postage paid at Cleveland, Ohio (subscription $50 per year). Postmaster: Please send address changes to: COSE Update, Attention: Customer Service, 1240 Huron Road E., Suite 200, Cleveland, OH 44115. Permissions: Portions of this publication may be quoted or reprinted with the written permission and proper attribution. Contact editor.