The document discusses the importance of experiences over material goods and choices. It notes that people increasingly want experiences and highlights quotes about creating experiences that allow people to feel different, find community, and feel happiness. The document also discusses building the perfect experience and positioning a business around experiences rather than just services or goods.

1. How was it for you?

3. Marketing Made Simple

4. We live in a world of amazing choice

6. 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

7. The choice paradox The more choice I have The less time I have to choose Always assuming that I know what I want

9. 35% of UK adults say they would rather spend their money on experiences than material goods

11. The “Experience Pyramid” Experiences Services Goods Raw Materials

12. “ 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

13. 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.”

14. “ 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.”

15. “ We strive to refresh the world, inspire moments of optimism and happiness, create value and a difference”

16. “ Make People Happy ...”

17. “ ......... as a brand is all about community. It’s about bringing people together and sharing stories.”

19. Experience 101

20. The big experience mistake

21. Claims experience issues CI Motor IBT, verbatim comments made between January and March 2011

22. Experience is in the “i” of the beholder.

24. Why is this important to you and UK PLC?

25. Experiences Services Goods Raw Materials What do we have left?

26. Experiences Services Goods Raw Materials This is who we are

27. Experiences Services Goods Raw Materials This is what we do

29. The end of the Ian Hughes Experience Thank you

30. The end of the Ian Hughes Experience