This document introduces the concept of memetics and how it can be applied to marketing and understanding customer experience (CX). It defines memes as cognitive elements that can be copied and spread like genes, forming the "genes of human thought." The document explains how studying memes can reveal the true CX and help companies identify which aspects of CX they can influence. It provides examples of memes and non-memes and illustrates how memetic research was used to identify key dimensions of people's Twitter experience based on what ideas were spreading most widely. The document argues that understanding memes can help companies create positive experiences that customers will want to share with others.