I had looked forward to the Mobium lecture –unraveling the mysterious experience effect; and yesterday was no exception. I was eager to hear new insights from the featured author Jim Joseph.
We all share a duality as consumer, and in my case, business strategy and marketing consultant. I had been aware of the “experience” hook, and coupled with other Mobium lecture experiences, my expectations were pretty high. I anticipated a vivid, imaginative, engaging presentation including a series of insights new to me. It wasn’t the vivid slides that disappointed; but the experience was flat. I was not engaged, encouraged to be imaginative or offered new insights. It is that tragedy, that goes well beyond my own wasted hour, and the gap between expectation and experience that I’m sharing this story.
Jim Joseph began by telling his story– how he became a marketer, the brands he worked for and the brands he loves. His approach to experience is to view marketing as spectator sport. There are always opportunities to learn by observation, and yet spectators are in it for the experience. If this was the valuable insight, well no wonder I felt his presentation over promised and failed to deliver. I certainly did not feel any experience effect, in spite of his sharing of the obvious about Lady GaGa –whose very notoriety is widely reported.
Do you remember the cool teacher, or can you imagine one who dressed a little more hip than the average teacher? Who was interactive by walking around the classroom, inviting students to share their experiences and always supported and never criticized student comments. They showed you the new hip music, or knew the latest hip lingo. But how much insight was ever offered? Our positive memories of the teacher and classroom suggest the teacher’s style was truly different. There may have been a marked contrast between “the cool” and their peers. But today? Interaction has a completely different feel, in fact computers and mobile communication devices have changed the nature of interaction…we don’t have to have a visible partner, we can interact virtually with real or fictional, scripted characters, or both. If you don’t know Joe Pines, co-author of The Experience Economy; work is theatre & every business a stage, let me be the first to introduce you. His neat summary, presented at Ted was, not “cool,” but the content was powerful. In particular I want to share two of his clear insights.
First, Pines’ three column chart, duplicated below, expresses the evolution of commerce over time. For each stage in economic output, a particular business imperative ensues to respond or heighten a consumer sensibility. This progression in economic history begins with simple commodity trading at the bottom and rises to the current stage of economic output which is Experiences.
Second, Joe Pines elaborates on authenticity. The example and definition references Lionel Trilling’s work that in turn references Shakespeare. In the famous speech of Polonius to Falstaff
This above all: to thine own self be true,
And it must follow, as the night the day,
Thou canst not then be false to any man.
I offer both these citations to iterate that experience and authenticity does matter. Sadly, what Jim Joseph, for all his experience as a brand marketer and agency director, his false real interactivity lost him more than one sale. By not buying his book I may miss out on his insights; but, he missed his opportunity to persuade me to take that step. As Joe Pines would say, he was authentic to himself, but offered me no experience to support his credibility and thus I was unmoved to buy.
In ratcheting up the experience quotient, at the very least we need to push beyond standard presentation formats–see my post Thinking, sadly, is often under-rated . I don’t expect that every day I’ll be surprised; or that something unexpected will cross my path. But I do expect it from the people whose role and livelihood depends on them having a handle on Experience, the phenomenon, to offer or deliver something authentic! It’s not merely about using creativity, or craft, because experience when authentic is never overrated. How do you over rate a memory? or the foundations upon which we have constructed the way we see the world? Spectators are part and parcel of an experience. If you plan to produce, create or play the talent requirements vary and so are the measures of success. But, to pull off an experience worth watching, or waiting to happen requires that your audience be fully engaged. That IS what Lady GAGA does and what Jim Joseph, if he were to internalize it in his presentation, might be able to help further our understanding and sensitivity to the effects of experience.
My takeaway? To create impact the type, style of medium and quality of my presentation matters but I also need to consider scale, audience and what will really engage not merely satisfy them. No approach guarantees learning and yet they are experiential. Is it impact, aka memorable that I’m after, or just getting the job done? As I sat listening to Jim Joseph in a room full of marketers who spend much of their time helping to frame brand images and perceptions, I heard no big Ahas and no further clarification of experience as process or value delineated. Oh, the importance of the value proposition came up, but Jim Joseph never delivered that value. In short, I walked away with no clearer idea of The Experience Effect.
OK, I didn’t read Jim Joseph’s book, but after hearing the man, I wouldn’t waste my time. I’d rather go back and reread, or listen again to the end of Joe Pines’ TED talk, with these business recommendations:
“Don’t say you are authentic unless you really are.
It’s easier to be authentic, if you don’t say you are.
if you say you are authentic…you must be.
Consumers will increasingly be happy spending our time and money satisfying our desire for authenticity.”