Sees the progression of economy as:

• extracting commodities
• making goods
• delivering services
• staging experiences

And that commodities, goods and service are external to the buyer; whereas experiences exist only in the mind of the individual.

There are two dimensions of experiences: customer participation and connection.

There are four broad realms of experience: Educational, Escapist, Esthetic and Entertainment. Compelling experiences combine all elements from all four realms.

Companies should think about what they would do differently if they charged admission.