Drilling for Diamonds

Back in 1999, Joseph Pine and James Gilmore wrote a paradigm-busting book called The Experience Economy: Work is Theatre and Every Business a Stage.

Pine and Gilmore argued that the future of marketing would belong to companies who moved from pushing goods and services to delivering “sensational” value-adding experiences.

Since then, a barrage of books have appeared on customer experiences. But the best book I’ve found is Experience the Message, How Experiential Marketing is Changing the Branded World.

Max Lenderman is creative director of GMR Marketing, one of America’s top event marketing companies. Lenderman has written a must read book. My copy is marked heavily with annotations.

Pine and Gilmore remain the heavy-weight thinkers in this field. I call their book The Experience Economy, the “old testament.” Lenderman’s book deserves the title “new testament.”

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