“ Choose Life. Choose a Job …choose a big television, choose washing machines, cars, compact disc players and electrical tin openers. Choose fixed-interest mortgage repayments. Choose a starter home …choose leisurewear and matching luggage. Choose a three piece suite …in a range of fabrics. Choose your future. Choose life.” Train Spotting - 1997
BUT..... There are “thousands of mundane choices [about] all these kinds of orange juice and cereal … you loose your life in these things. It becomes very shallow.” - Natan Sharansky – Russian Refusenik, Israeli Politician
The choice paradox The more choice I have The less time I have to choose Always assuming that I know what I want
What do you want for Christmas?
What we will get for Christmas
More Fattening Food
What you want for Christmas
Calm and Quiet
35% of UK adults say they would rather spend their money on experiences than material goods
People want/need an experience
The “Experience Pyramid” Experiences Services Goods Raw Materials
“ Experiences are as distinct from services as services are from goods.” Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage
Experience: “Rebel Lifestyle!” “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.”
“ We have identified a ‘third place.’ And I really believe that sets us apart. The third place is that place that’s not work or home. It’s the place our customers come for refuge.”
“ We strive to refresh the world, inspire moments of optimism and happiness, create value and a difference”
“ Make People Happy ...”
“ ......... as a brand is all about community. It’s about bringing people together and sharing stories.”
Who’s in charge of your experience?
The Big Question
The big experience mistake
Claims experience issues CI Motor IBT, verbatim comments made between January and March 2011
Experience is in the “i” of the beholder.
Building the perfect Experience.
Reason to believe
Why is this important to you and UK PLC?
Experiences Services Goods Raw Materials What do we have left?
Experiences Services Goods Raw Materials This is who we are
Experiences Services Goods Raw Materials This is what we do