#RV2011

The Outdoors In The Experience Economy

B. Joseph Pine II Strategic Horizons LLP

#RV2011

© 2011 Strategic Horizons LLP

The Outdoors In the Experience Economy

2011 OIA RendezvousOctober 6, 2011

B. Joseph Pine IIStrategic Horizons LLP

13 High Point RoadDellwood, MN 55110 USA

+1 (651) 653-6850 bjp2@aol.com

www.StrategicHorizons.com

Deliver

Services

Make

Goods

Commodities

Extract

The Progression of Economic Value

Commoditization

Stage

Experiences

Commoditization

© 1999 Strategic Horizons LLP

Word Lens

Make

Stage

Experiences

Services

Goods

Commodities

Extract

Deliver

The Progression of Economic Value

Commoditization

Commoditization

© 1999 Strategic Horizons LLP

Commodities

Experiences

Services

Goods

Birthday Party Progression

Commodities

Experiences

Services

Goods

Coffee Progression

Make

Stage

Experiences

Services

Goods

Commodities

Extract

Deliver

The Progression of Economic Value

Commoditization

Commoditization

© 1999 Strategic Horizons LLP

Stage Marketing Experiences

© 2011 Strategic Horizons LLP

The Outdoors in the Experience Economy

Competing Against the World

© 2006 Strategic Horizons LLP

Time

Attention

Money

: Limited

: Scarce

: Consumable

The ExperienceIS

the Marketing

Make

Stage

Experiences

Services

Goods

Commodities

Extract

Deliver

Commoditization

Commoditization

© 1999 Strategic Horizons LLP

You Are What You Charge For

Stage Marketing Experiences

© 2011 Strategic Horizons LLP

The Outdoors in the Experience Economy

Stage Marketing Experiences Hit the Sweet Spot

© 2011 Strategic Horizons LLP

The Outdoors in the Experience Economy

The Four Experience Realms

The Four Experience Realms

Absorption

Immersion

ActivePassive

© 1999 Strategic Horizons LLP

The Four Experience Realms

Entertainment

Absorption

Immersion

ActivePassive

© 1999 Strategic Horizons LLP

The Four Experience Realms

Entertainment Educational

Absorption

Immersion

ActivePassive

© 1999 Strategic Horizons LLP

The Four Experience Realms

Entertainment Educational

Escapist

Absorption

Immersion

ActivePassive

© 1999 Strategic Horizons LLP

The Four Experience Realms

Absorption

Immersion

ActivePassive

EscapistEsthetic

© 1999 Strategic Horizons LLP

EducationalEntertainment

Absorption

Immersion

ActivePassive

The Four Experience Realms

The Four Experience Realms

Absorption

Immersion

ActivePassive

EscapistEsthetic

© 1999 Strategic Horizons LLP

EducationalEntertainment

Stage Marketing Experiences Hit the Sweet Spot

© 2011 Strategic Horizons LLP

The Outdoors in the Experience Economy

Stage Marketing Experiences Hit the Sweet Spot Get Real

© 2011 Strategic Horizons LLP

The Outdoors in the Experience Economy

Commodities

Services

Goods

Experiences

EconomicOutput

BusinessImperative

Supply

ConsumerSensibility

Control

Improve

Render

Availability

Cost

Quality

Authenticity

Economic Changes

© 2007 Strategic Horizons LLP

say you’re authentic

be authentic

say you’re authentic

• If you are authentic, you don’t have to

• If you say you’re authentic, you better

• It’s easier to be authentic, if you don’t

Three Rules to Do Business By

© 2007 Strategic Horizons LLP

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.

- Polonius

William Shakespeare, Hamlet, Prince of Denmark, Act I, Scene 3, lines 80- 82.

The Polonius Test

Being True to Self

© 2007 Strategic Horizons LLP

Heritage = Origin + History

Being What It Says It Is

© 2007 Strategic Horizons LLP

Place = Venue + Event

Stage Marketing Experiences Hit the Sweet Spot Get Real

© 2011 Strategic Horizons LLP

The Outdoors in the Experience Economy

Stage Marketing Experiences Hit the Sweet Spot Get Real Mass Customize Your Offerings

© 2011 Strategic Horizons LLP

The Outdoors in the Experience Economy

Make

Services

Goods

Commodities

Extract

Customization

Stage

Experiences

Deliver

Commoditization

© 1999 Strategic Horizons LLP

Commoditization

The Progression of Economic Value

Make

Services

Goods

Commodities

Extract

Customization

Stage

ExperiencesCustomization

Deliver

Commoditization

Commoditization

© 1999 Strategic Horizons LLP

The Progression of Economic Value

Portfolio of Customers

The Essence of Mass Customization

Portfolio of Capabilities

Customer NeedsCustomer-Unique Experience Chain

© 1999 Strategic Horizons LLP

Design Tool

Stage Marketing Experiences Hit the Sweet Spot Get Real Mass Customize Your Offerings

© 2011 Strategic Horizons LLP

The Outdoors in the Experience Economy

Stage Marketing Experiences Hit the Sweet Spot Get Real Mass Customize Your Offerings Go Beyond the Experience

© 2011 Strategic Horizons LLP

The Outdoors in the Experience Economy

Make

Stage

Experiences

Goods

Commodities

The Progression of Economic Value

Deliver

Services

Transformations

Guide

Customization

Customization

Customization

Commoditization

Commoditization

Commoditization

© 1999 Strategic Horizons LLP

“We’re not in the education business. We’re in the transformation business. We expect everyone who participates in the program at the London Business School – whether it's for three days or for two years – to be transformed by the experience.”

John Quelch, Dean, London Business SchoolFast Company, May 1999, p. 111

Make

Stage

Experiences

Goods

Commodities

You Are What You Charge For

Deliver

Services

Transformations

Guide

Customization

Customization

Customization

Commoditization

Commoditization

Commoditization

© 1999 Strategic Horizons LLP

From _________ To __________

Achieving Aspirations

© 1999 Strategic Horizons LLP

Stage Marketing Experiences Hit the Sweet Spot Get Real Mass Customize Your Offerings Go Beyond the Experience

© 2011 Strategic Horizons LLP

The Outdoors in the Experience Economy

Stage Marketing Experiences Hit the Sweet Spot Get Real Mass Customize Your Offerings Go Beyond the Experience

© 2011 Strategic Horizons LLP

The Outdoors in the Experience Economy

Stage

Experiences

Make

Goods

Commodities

The Progression of Economic Value

Deliver

Services

Transformations

Guide

Customization

Customization

Customization

Commoditization

Commoditization

Commoditization

© 1999 Strategic Horizons LLP

© 2011 Strategic Horizons LLP

The Outdoors in the Experience Economy

2011 OIA RendezvousOctober 6, 2011

B. Joseph Pine IIStrategic Horizons LLP

13 High Point RoadDellwood, MN 55110 USA

+1 (651) 653-6850 bjp2@aol.com

www.StrategicHorizons.com