tag:blogger.com,1999:blog-6444639642303624847.post2627889930386377190..comments2008-10-17T11:10:46.678-04:00Mel Lesterhttp://www.blogger.com/profile/01885787845207354779noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-6444639642303624847.post-30047389072688108322008-10-17T10:50:00.000-04:002008-10-17T10:50:00.000-04:00As the co-author of The Experience Economy, I do know that often experience trumps expertise, or are at least co-equal as your diagram has it. Even in hard-nosed B2B environments like architecture and engineering this is the case. <BR/><BR/>People want to spend time in experiences that engage them, and on the supply side, the experience IS the marketing. That is, the best way to generate demand for any offering is with an experience so engaging that customers can't help but pay attention -- and then pay up as a result by buying that offering.<BR/><BR/>Interestingly, two of our Experience Stager of the Year award winners were A/E firms! In 2005 we gave the EXPY to HOK Sport + Venue + Event for the great work they have done in creating stadiums that fans perceive as authentic. That was for *what* they did; in 2007 we gave it to TST, Inc. of Fort Collins, CO, for *how* they do their engineering work!<BR/><BR/>TST -- led by President Don Taranto and head of marketing Ed Goodman -- created The Engineerium to provide an incredibly different, engaging experience around helping clients realize their dreams ("dreamscaping" they call it). Check it out here:<BR/>http://www.tstinc.com/<BR/>and in person if you ever get the chance. TST is the shining exemplar of experiences in the A/E industry.Joe Pinewww.strategichorizons.comnoreply@blogger.com