By
29 Apr, 2016
Attention is a currency. We spend it. We earn it. And, sometimes we waste it.
Experience is something special. It’s all the rage at the moment, yet, we often talk about it as is if it’s a thing. But, as we know, deep down, the best things in life aren’t things, they’re experiences. One of things that makes it so hard to make experience a strategic and actionable part of our work is that the word “experience” means so many things to so many different people across so many aspects of the organization.
We continue to think operationally, which prevents us from feeling empathetically, which stops us from acting experientially.
To CMOs or brand managers, experience may be something creative, whether it’s a campaign, a viral video, an online journey, an event, a physical escapade, fantastic packaging,…
