The document discusses the anatomy of value in purchase experiences and the sales path. It describes how interactions, experiences, and understanding lead to action for customers. The sales path involves becoming aware of a product, learning about it, experiencing it, purchasing it, using it, and telling others about it. Marketers aim to maximize desire to purchase at each stage. The type of marketing strategy needed - linear, circular, or spiral - depends on whether the goal is a one-time sale or repeat purchases of an expanded product line. As customers move along the sales path, the importance of brand versus product, sales drivers like functionality versus aspiration, and message style from descriptive to abstract will evolve. The optimal experience and messaging depends on factors

1. The Anatomy of Value
The Art & Science of Great Puchase Experiences
Jonat h an B r i l l
Chief Experience Officer
jonathan@productlust.com
Harvard University
E x p e r i e n c e D e s i g n Fo r u m

2. IntroductIon
Hello.
4

3. wh at we do We cr e at e e x per i en ce s t h at per suade , sel l & educat e .
Attraction Design Sony Wonder SMC History Museum
Luxor Resort + Casino Hands-On Technolog y Museum Interactive Exhibits
Las Vegas, Nevada New York, New York San Mateo, California
AOL Herman Miller/MIT Office of the Swatch Retail Store
In-Store Experience New York, New York
Future
FedEx Time Zone CNN Retail Studio Samsung
Environmental, Experience & Interactive Environmental Design Environmental Branding
Design Guidelines and CES Booth Design
Memphis, Tennessee

4. How we do it
Discover Define Design deliver

5. PRE-LAUNCH ACTIVATION CONTENT TRACKS POST-LAUNCH COMMUNICATIONS
MO. 1 MO. 2 MO. 3 MO. 4 MO. 1 MO. 2 MO. 3 MO. 4
Field Force Engagement
Product
LAUNCH OF CAFÉ RIMONABANT WEBSITE MAINTAIN CAFE RIMONABANT WEBSITE
Patients / CMR
“RIMONABANT IDOL” “ASK DR. Z”
Customers
FILM FESTIVAL ONGOING COMPETITION
RIMONABANT “VIRAL” CAMPAIGN (“MULTIPLICITY”) Execution / Training
RIMONABANT IDOL (SEASON 2)
TUNES TO LEAD BY LTC CHALLENGE (DISTRICTS)
SALES FORCE SURVEYS RIMONA-BANDS iPOD DOWNLOADS
LAUNCH
RIMONABANT REP TRICKS LTC COMMUNITY SERVICE
EVENT
TOP 10 LISTS INBOUND OUTBOUND
LTC FILM FESTIVAL
NSM EVENT REG.MTGS
“LEADER OF THE PACK”
REG. MTGS DAY 1 DIST.MTGS
“ASK DR. Z” DIST. MTGS
CONSUMER/DTC CAMPAIGN PREVIEWS
MOBILE MOBILE
ROAD ROAD
LEAD THE CHANGE CHALLENGE #1 (“IS IT YOU?”) PATIENT FOLLOW-UPS
TOUR TOUR
MEET THE PATIENTS NEW PATIENT PROFILES
LEAD THE CHANGE CHALLENGE #2 (“HDL CHALLENGE”) DAY 2
LTC CHALLENGE DOCUMENTARY PRODUCTION
CAFÉ CAFÉ
LEAD THE CHANGE CHALLENGE #3 (“COACHING”) RIMONABANT RIMONABANT
MICRO SITE MICRO SITE
LTC CHALLENGE #1 RESULTS
EMAILS EMAILS
LTC CHALLENGE #2 RESULTS
VM VM
CD , TAPES DAY 3 CD , TAPES
LTC CHALLENGE #3 RESULTS KOL WEBCASTS
KOL “LETTERS TO THE EDITOR”
KOL KORNER COMPETITORS UPDATES
EXPERIENCE PROGRAM RESULTS
SUCCESS STORIES
CONSUMER CAMPAIGN PREVIEWS (WEB MD) TOP 20 BEST PRACTICES
“LEADING QUESTIONS” SP BLOGS
MO. 1 MO. 2 MO. 3 MO. 4 MO. 1 MO. 2 MO. 4
MO. 3
AGENDA
D1 : “NEED FOR CHANGE” D2: “ CHANGING MINDS, CHANGING LIVES” D3 AM: “READY TO LEAD” D3 PM: “LEAD THE CHANGE”
Disease state, Product Knowledge/Science, Patients Customer Insights, Selling Skills, KOL panel, Messaging/Tools Knowledge, Execution - John Harrington Co-Host Global Vision/inspiration/”Charge to the Troops”
D1.1 Walk-in: D2.1 Walk-In: “Leader of the Pack” Competition Round 2 D3.1 Walk-in: “Rimonabant Idol” Audition montage D3.6 Opening Video: “We Lead the Change” –SPs
-“DJ-Z” Leader Board D3.7 2 SPs: Jennifer and Bob
Leader Board
-“Leader Board” D3.2 “Leader of the Pack” Competition Final Round
-“Leader of the Pack” Competition Round 1 D2.2 Celebrity Host: Introduction and Welcome Jennifer introduces her Mom
D2.3 Panel: R&D/LeFur Part 1: ARS multiple choice Bob introduces Clinical Trial Patient (from video)
D1.2 Opening Experience: Zimulti Multi-media Launch Moment Part 2: Patient chart lock out buzzer
D1.3 SPs in the Lead – Opening Welcome D2.4 Panel: KOL/Physicians Jenn and Bob Introduce/Interview Global Leadership
Part 3: Stop action sales call
D1.4 2 SPs Introduce/Interview Senior US Leadership (T Rothwell) Specialists (Cardio/Endo) D3.8 Global Leadership Presentation
D3.4 Winner(s) announced, prizes awarded
D1.5 Video: “The HDL Challenge” PCPs D3.9 “Power to Lead” Aggregate live/video experience
D3.5 Sales Training executive sets up Certification
D1.6 2 SPs from “HDL Challenge” Introduce/Interview Clinical Presenter SPs SPs/DMs/RDs
D1.7 Pop Quiz #1 Marketing/Product D3.X Training: Certification US Sales Leadership
D1.8 Video: “Bob, DM from Des Moines(“CMR challenge”)” “The Journey” Global Leadership
D1.9 “Bob”(DM) + SP Introduce/Interview Tim Tholen (Marketing) Video: Clinical Trial Patient Profile D3.10 Glowstick Moment
D1.10 Video: “Jennifer’s Mom” (“Outreach coaching challenge”) (T2D story) Audience Q&A D3.11 Rimona-Box Candids
D1.11 “Jennifer” joins panel D2.5 Presentation/Video: Virtual Vis Aid Tour (Green Screen)
D1.12 Pop Quiz #2 Marketing
D1.13 2 SPs Introduce/Interview Training Presenter Training
D1.14 Closing Performance: Winner of Zimulti Idol SPs
D1.15 Rimona-Box (continues throughout meeting) D2.X Training
D2.X Evening Teambuilding - “Leader of the Pack Pentathlon”
D1.X Training
D1.X Evening Activity -- Leading The Change Around The Middle
P H A S E O NE : DIS C OVE R PH A SE T WO : DE F INE P H A SE T HR E E : D E S I G N P H A S E F OUR : D E L I VE R
Positioning Concept Creation Schematic Design Procurement
• Identify sensory & • Define conceptual idea • Propose layouts + physical design • Order: Fixturing, materials
experiential positioning • Establish design direction • Commit to “wow” moments & services
• Assess the Price/Image ratio & merchandising solutions • Develop program of activities
Construction
• Determine the brand communication
• Receive construction bids
Competitor Analysis • Refine cost expectations Design Development
• Expedite approvals
• Analyze relevant competitors • Refine design elements
• On site art direction
• Review market & business trends Communication Platform • Solve for communication
• Activity activation
• Establish best practices • Develop tone + manner & operational requirements
• Graphics Installation
• Brand messaging strategy • Activity Design + Prototype:
Customer Characteristics Interactives, A/V Technology,
• Define demographics + psychographics Experience Scripting Review
Sales Script
• Assess lifestyle influences • Define key visitor activities • Concept + operational review
• Identify emotional catalysts • Develop appropriate levels of • Review performance expectations
Design Documentation
interaction for each element • Report findings + recommendations
• Prepare details & spec.
Programming • Identify “wow” moment for each for architectural components
• Information gathering product category • Coordinate with engineers
• Prepare design intent fixture
documents for bidding + shop
drawing preparation vendors
• Commit to activity program
• Finalize Graphic, A/V + interactive

6. pro ject
Proce ss
Sales Path Design
4

7. the
anatom y
of value
The process from awareness
to action occurs
in three distinct steps.
i n t er act ion e x per i ence
un der stan di n g

8. Most advertising is about
INTERACTION or EXPERIENCE
when marketers want to create
UNDERSTANDING.

9. Only
Understanding
Leads to
Action.

10. InteractIon
i n t er act ion e x per i ence
un der stan di n g

11. i n t er act ion
The Sales Path
Building the Right
Relationship What
Interaction
will create
the desired
experience

12. i n t er act ion sales stages
THE S aLES PaTH
If you abstract it out far enough,
all sales follow the same process,
whether for candybars or aircraft
carriers.
Customers always start off want-
ing to keep their money and end up
wanting to give it to the marketer.
MedIa channels
The goal of effective marketing is to
take each of the interactions along touchpoInts
this path and maximize the consum-
er’s desire to purchase.
1 hear 2 see 3 try
Become aware that the product Learn about the product Experience the product features, either
offering exists. through imagination or physical interaction
4 Buy 5 use 6 tell
Purchase the product Use and evaluate the product Spread the good word

13. Cur r ent
e xa mple s of
e x per i en t i al
m ar k et i ng
6 tell 2 see 5 use
2 see 5 use 1 hear

14. i n t er act ion
BuILDING linear
A 1D Strategy is most
THE RIGHT effective for one time
product sales
REL aTIONSHIP
- Fad Products
While the sales path remains consis-
tent no matter what the product, the
way that it is used changes, based on
the nature of the company and the
product.
Sometimes, it’s a one time sale. circular
Other times, the initial sale is just a A 2D Strategy is most ef-
loss leader. fective fo repeat product
sales
- Shampoo
spiral
A 3D Strategy is most
effective for selling an
expanded product line.
- Subscription Services

15. i nt er act ion
BRaND
VS.
PRODuCT
S aLES DRIVER S
MESS aGE The Sales Circle
EVOLu TION
A Met hod for Iden t i f y i n g
t h e r igh t e x per i en ce

16. i nt er act ion
THE S aLES CIRCLE
At different points along any sales
path, consumer brand and product
awareness will evolve
...and with it, the messages that are
Step 1 Step 2: Step 3:
relevant to them. brand sales message
Throughout this evolution,
vs. drivers evolution
different sales issues will drive the product
sale. Your messaging will have to
evolve to maximize your relevance.
how important is How important are How
brand vs. product differentiation funcional vs. aspirational descriptive vs. abstract
should your message be at different points
across the sales journey? benefits at different points along the sales path?
along the sales path?
How important are How
recommendations emotive vs. inspirational
vs. should it be?
personal history

17. i nt er act ion
BRaND
5
VS
PRODuCT
Brand Arc 4
Three factors define the start point How Important are the emotional
of the sales path: aspects of the product and prod-
uct family?
1. How strong is category awareness
On a scale of 1-5, how strong is 3
2. How mature is the market? your brand awaress today? How
strong should it be as consumers
3. Is there relevant functional dif- go down the sales path?
ferentiation in the category?
2
1 2 3 4 5
Product Arc
How important are the product features.
On a scale of 1-5, how strong is awareness of your prod-
uct category? How strong should it become as consum-
ers go down the sales path?

18. Endorsment
i nt er act ion
S aLES DRIVER S
Vs.
What will drive the sale forward
Memory
as consumers move along the sales
path?
When introducing a product in an emergent
category, consumers want someone to recommend the
product. Endorsement is a key driver. When selling a
long standing product in a mature category, memory
becomes more important. Consumers want to know
you remember them.
Functionality
Vs.
Aspiration
When Brand Awareness is low, unique features attract
customers. Customers want to know that your product
will perform a unique and useful function.As brand
awareness increases, aspiration becomes a more impor-
tant driver.
Consumers want to know that your product will en-
hance or support their identity.

19. i n t er act ion
S aLES DRIVER S
As consumers move move along the
sales path, the ratio of category vs.
brand awareness changes.
As this happens, the techniques that
move the sale forward will evolve.

20. Me ssage
i n t er act ion Descriptive abstract
Evolu t ion
MESS aGE
EVOLu TION
When the brand is unknown and the product is in a
new category, the product’s value proposition is unclear,
as a result, consumers need a simple, concise explana-
tion of what you and why it’s important to them.
Launch Campaign for “130 Horses and 3 Cows
Smart Brabus, new product line with As consumers move along the sales path, they gain a audi a4 with free
more horsepower leather interior.”
greater understanding of the product’s features and
benefits. As this happens, consumers seek to find a more
personal meaning in the product. As this happens, more
abstact messaging will enable the consumer to move
from being sold to selling themselves.
Inspirational At t i t ude emotive
When the sale is product-driven, messaging should be
about how product will EMPOWER consumers. Con-
sumers want to know how the product will empower
them.
When the sale is brand driven, the messagin should be
about how the product will make consumers feel. As the
sale becomes brand-driven, consumers want to under-
stand how the product will makke them feel.

21. i n t er act ion
MESS aGE
EVOLu TION
As consumers move from one sales
stage to another, the Sales Drivers
change.
This progression also changes the
message that attracts customers
further down the path.

22. i n t er act ion
THE S aLES
CIRCLE
How can your sales circle
become more effective?

23. e x per i en ce
i n t er act ion e x per i ence
un der stan di n g

24. e x per i en ce
WaYS OF
E xPERIENCE
LEVELS OF
ENGaGE MENT
Building a better
PRESSuRE
Sales path
what experience
will lead to
understanding?

25. e x per i en ce
aRTICuL aTING awareness Information search Market evaluation | channel decision commit | accessorize | purchase store | use | store evaluate | evangelize
VaLuE
The most effective interactions
create a consistent experience as Step 1: Step 2: Step 3:
customers travel along the sales path.
ENGaGE MENT E xPERIENCE PRESSuRE
These experiences are intended to
create the desired understanding
among consumers in a way that they
will drive action.
They do this by engageing customers 4 Buy 4 Buy
in ways that create the right amount
of pressure at the right time. level of engagement Way of experience
spatial
linguistic
group Interactive Bodily
Individual active logical
group active people
Individual active Internal
group passive observational
Individual passive Musical
orientation
education
orientation
education
s
s
add-on
add-on
equipment
sale
clinch
equipment
sale
clinch
entry
entry
cross-sell
cross-sell
sales experience
sales experience
customer service/
customer service/
Wall graphics
Wall graphics
exterior signage
exterior signage
directional graphics
directional graphics
+ Fixturing
+ Fixturing
tech support
tech support
What type of interaction is appropriate at Different people experience the world in How intensely should the interaction
each point along your sales path? Does it different ways. Does the interaction com- drive consumers to action?
require too much commitment for con- municate in the way your consumer will
sumers to pay attention? prefer? note: This metric is an aggregation of
The tools in the ‘understanding’ sec-
tion.

26. spatIal lInguIstIc BodIlY logIcal Interpersonal oBserVatIonal Intrapersonal MusIcal
e x per i en ce
WaYS OF
E xPERIENCE
Our minds have eight major systems
pablo picasso Winston churchill Michael Jordan albert einstein Bill clinton Mohandes ghandi Isaac newton John lennon
for understanding the world. spatial understanding linguisticunderstandinghelps Bodily understanding logical understanding enables people understanding Internal understanding observational understanding Musical understanding
helps us to identify visual us to correlate strings helps us to comprehend us to reason, both inductively helps us to comprehend the helps us to relate our helps us to codify order in the enables us to recognize
patterns and imagine men- of spoken and written symbols. our physical interaction and deductively, enabling nature of our relationships internal worlds with our environment that surrounds us. tonal & rhythmic patterns
with the world and within us to identify non-visual with others and to project desires, emotions, to reflect
our bodies. their needs. on ourselves and think
Different groups of people tend to about thinking.
prefer different ways of experience.
hear
erience
teleVIsIon
f exp
ways o
radIo
prInt
see
onlIne
commit | accessorize | purchase
try
pos
trade shoWs
testers
Buy
XXX
use
XXX
tell
XXX

27. e x per i en ce
LEVELS
OF
ENGaGE MENT
Different levels of engagement are passIVe actIVe InteractIVe
appropriate at different points along
every sales path. personal group personal group personal group
to watch without actually to experience the product to experience the product to experience the product to use the product to use the product
interacting in a private attributes individually. attributes in collaboration attributes to achieve a attributes to achieve a
attributes alongside others
setting with others without a self-defined goal. group defined goal.
What level of engagement group-defined goal.
is appropriate to articulate
orientation
the desired message?
eXterIor sIgnage
entrY
dIrectIonal graphIcs
levels of engagement
education
Wall graphIcs
and FIXturIng
eQuIpMent
commit | accessorize | purchase
sales eXperIence
clInch
add-ons
cross–sell
sale
custoMer serVIce/
tech support
5

28. e x per i en ce
S aLES
CIRCLE
&
S aLES
PaTH
COMBINED

29. understanding
i n t er act ion e x per i ence
understanding

30. un der
standi ng
THE E MOTION
THE PITCH
THE
The point of the Game
POWERTRaDE What Understanding
will lead to action?

31. un der Step 1: Step 2:
standi ng emotion pitch
TuRNING VaLuE
to resources
More access
INTO aCTION
The nature of all commerce is: I’ll
give you this, if you give me that.
ion
les tat
sF pu
lex
ibl re
Each of the little powertrades that i ity ss
le
lead up to a sale are the result of
a pitch that create an emotional
response.
The number and type of power-
trades required to make a sale can
n Mo
vary significantly depending on the tio re F
uta lexi
rep bli
i ty
complexity of the sale. re
Mo
less access to resources
authorit
y
Step 3: liki
ng
sca
rcit
y
power trade ial p
roo
f rec
ipro
city
consistency
commitment
soc
/

32. un der
standi ng
STEP 1:
E MOTION
Our melange of emotions are made
up of three primary ingredients:
arousal, pleasure and dominance.
Curiously, customers’ tendency
toward action is driven by two fac-
tors: the amount and rate of change.
Too much or too fast and it stops
customers short. Too little or to
slow and it bores them.
What emotional impact is each
interaction create?
Pl e asur e D o m i nan ce A rousal
The simultaneous promise of and Feeling of submissiveness tend to drive ac- Moderate levels of arousal tend to
removal of pleasure tends to drive tion, either in deference to something that drive action. Extreme arousal tends
action. is percieved to be dominant or to regain te to drive fantasy instead of action.
feeling of dominance.

33. un der
standi ng
STEP2:
authorit
POWERTRaDE
y
Any successful persuasive interac-
tion involves some unspoken agree-
liki y
rcit
ment that: If I do this, you’ll do what
ng
sca
I want.
There are six common powertrades
that tend to influence decision mak-
ing and drive action.
f rec
roo
What powertrade is your interaction
p ipro
cial city
consistency
commitment
trying to create?
so
/

34. to resources
More access
un der
standi ng
STEP 3:
ion
PITCH les
sF utat
lex ep
ibl
i sr
When any product pitch is ab-
ity les
stracted out far enough, it is some
combination of a promise to change
your consumer’s
access to resources,
to enhance their reputation and to
increase their flexibility. The propor-
tion of each is likely to change at
each interaction along the sales path.
n Mo
tio re F
which part of your pitch is most puta lexi
re bli
i ty
important during each interaction? re
Mo
less access to resources
R epu tat ion R e s ource s Fl e x i bi l i t y
The ability to change others The ability to control access to a The ability to increase options and
perception of the consumer. Often it limited resource, whether that be money, the time frame when the cansumer
is more effective to pitch the loss of women or equipment. can make decisions.
reputation without the product Than
the increase of reputation with it.

35. pu t t i n g
it all
toget h er
i n t er act ion experience
understanding

36. pu t t i n g
it all
toget h er
VISuaLIzING THE
S aLES PaTH
The meaning of your
VISuaLIzING THE
TOTaL interaction is
CuSTOMER
E xPERIENCE the action taken.

37. pu t t i n g
it all
toget h er
VISuaLIzING THE
S aLES PaTH
Creating a strategic visualization of
the sales path is a fast, simple, con-
sistent and rigorous tool for market-
ing teams to simulate, evaluate and
articulate the strategic impact of their
tactical decisions.

38. pu t t i n g
it all
toget h er
VISuaLIzING THE
TOTaL
CuSTOMER
E xPERIENCE

39. The Anatomy of Value
The Art & Science of Great Puchase Experiences
Jonat h an B r i l l
Chief Experience Officer
jonathan@productlust.com
Harvard University
E x p e r i e n c e D e s i g n Fo r u m