Beyond Features and Benefits: Tools of Experience-based Innovation

"Experientialize" Your Goods, Services, Places and Events to Create Customer-Unique Value

Merely improving traditional features and benefits of one’s product in today’s economy seldom yields significant gains in growth and profitability.  Companies, big and small, therefore face unprecedented pressure to discover new forms of value, and to design and develop new offerings that successfully manifest this value in the marketplace.  To do this, true innovators must employ a whole new set of design tools, not ones wed to an old Industrial mindset but instead ones capable of triggering fresh new thinking about experience-based innovation.

Drawing from the tools outlined in the groundbreaking book, The Experience Economy: Work Is Theatre & Every Business a Stage, as well as subsequent use of these techniques in industry after industry, this program will provide a portfolio of design tools aimed at creating greater experiential value on a customer-unique basis.  It will outline the application of experience-design thinking to research-and-development, marketing, operations, placemaking and event management—both physical and digital, and most importantly, for-fee experiential output.

Experiences are inherently personal, as no two customers can ever have the same experience—period!  Such experiences are more relevant to customer needs. And as goods and services are increasingly commoditized, well-conceived experiences are more likely to be differentiated versus one’s competition.  Participants in this session will come away with practical new ideas for “experientializing” their businesses and their offerings, in the form of a useful toolkit of proven frameworks for experience-based innovation.



Learning Outcomes

As a result of attending this program, participants will:

Who Should Attend

Executives, managers, and designers in the areas of experiential marketing, customer experience management, digital media experiences, design and innovation, as well as market research and analysis.  Pairs or groups from the same company can greatly magnify learning by attending together.


Individual Participants: $695
Package Pricing: 1 class day per participant

Available Discounts