When it comes to experiences, it’s not about the thing as it is more about what you do with the thing. An experience is in the action or “Ing” of a thing. A ball is a thing, yet ball balancing is doing. Any time you do something, you are in essence, experiencing. For a business, staging the action of a thing can be of greater value than merely the selling of the thing.
This trend, which the American Lifestyle Report identified and the Washington Post reported, indicates that consumers are shifting from the acquisition of things to seeking more experiences. People are doing more than buying more. Consumers are moving from the tangible goods to intangible experiences. With this shift comes greater value to the staging of experiences.
So, before you create your customer experience, stop and consider what you want your customer to do. What are you “Thinging” for your customers to experience and how are you driving value from this experience?
The New Economic Value Equation is this “Ing > Thing”