Experience Creation

The Age of Access: The New Culture of Hypercapitalism Where All of Life Is a Paid-For Experience
by Jeremy Rifkin. Increasingly we seek "paid for" activities rather than creating our own, and this mindset is changing the nature of business, our relationships, and our daily lives, according to Rifkin (www.foet.org/Books.htm).

AromaSys
This firm is perhaps the foremost designer of environmental fragrancing systems and blends for nonresidential settings as diverse as Bellagio, COACH stores, and Jordan's Furniture. Just as a consumer-serving business should have a signature logo and "look and feel" for their location, it could have a unique scent that builds the brand and affects customers' and staff's moods -- without causing allergic reactions. Adept founder Mark Peltier is a pioneer in inventing systems that actually improve air quality. I first met him over a decade ago when I came into a hotel ballroom to prepare for a keynote for Aveda and saw him setting up an in-room system, ready to match the scent to the mood of my speech. He and his now-wife Eileen Kinney have established licensing Smart Partnerships (SmartPartnering e-book) in Asia and Europe (aromasys.com).

Chase's Calendar of Events
Create your own special commemorative day, week, or month and get it listed in this, the most popular guide on events. Or learn about existing events to which you can create a tie-in promotion for your product, town, cause, idea, or event -- and make it more well known (books.mcgraw-hill.com/chases/submit.html).

Envirosell
Includes articles on consumer shopping behavior by the international marketing research company, Envirosell, founded by Why We Buy and The Call of the Mall author Paco Underhill (envirosell.com/publications/articlesby.html).

The Experience Economy: Work Is Theatre & Every Business a Stage
by Joe Pine and Jim Gilmore. I heartily agree with the authors' message that "as traditional goods and services increasingly become commoditized, companies must stage experiences and guide transformations to establish differentiation and generate economic value," yet find that too often in their examples they equate a positive business experience with excitement as in an adventure movie. Instead I think each organization's brand experience should serve their distinct kind of clients -- and a CPA's office, a hospice, and a neighborhood bar all have distinct atmospheres and service styles to best care for their customers (customization.com).

Meetings Coach
If you've had the opportunity thrust on you to plan a meeting, read the articles on this site. They range from "50 Ways to Save $$ on Your Meetings" to "Working with Speakers." The site is operated by the authors of The Complete Idiot's Guide to Meeting and Event Planning, Lynn Johnson and Robin Craven (www.meetingscoach.com).