INTERVIEW JOE PINE &JIM GILMORE
They wrote the manual on themed experiences, and 15 years later Joe Pine and Jim Gilmore are still creating inspiration for businesses looking for authentic ways to attract consumers. They talk to Julie Cramer
t’s been almost 15 years since authors and business part- ners Joe Pine and Jim Gilmore penned the title The Experience Economy – Work is Theatre and Every Business a Stage – and
defined a new economic phenomenon. At that time in the late 1990s, themed restaurants and giant amuse- ment parks might have been the most popular ‘experiences’ being sold to the public. However, Pine and Gilmore were able to cut through the layers to identify and articulate a trend that has today become embedded across many sec- tors – from computer companies like Apple to individual entrepreneurs.
Pine says: “When we wrote the book in 1999, we talked about it as the nascent experience economy – we couldn’t quite say it was actually here but you could see all the elements. “It was growing faster than the agrar-
ian, industrial and service economies and was going to overshadow them. Now it’s here, it’s the predominant source of GDP growth and job creation and the primary economic offering.” Pine and Gilmore’s first collaborative
work has since been translated into 16 different languages. In 2011, the edition was updated to reflect the new influences from technology and social media, and draw on many more exam-
ples of what customers now consider an ‘experience’ and how businesses go about creating them.
The main premise of the Pine and Gilmore philosophy is that “goods and services are no longer enough,” and all businesses must learn to “orches- trate memorable events for their customers that engage each one of them in an inherently personal way.” Gilmore adds: “Services are deliv- ered on demand and are transactional, while experiences are staged over a duration of time. With services, peo- ple want to spend less time with you – they want to get out of the dry clean- ers, the car wash or the grocery store
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ISSUE 3 2013 © cybertrek 2013
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