Beyond Storytelling: The Power of Narrative in the Experience Economy (Late)

In Beyond Storytelling: The Power of Narrative in the Experience Economy, Theron Skees challenges experience creators, designers, and brand leaders to rethink the role of story—not as an artistic layer, but as a strategic engine that builds meaning, consistency, and trust across every brand touchpoint.

Through his framework, Narrative Experience Design – an experience-centric method that begins with purpose and integrates audience insight and business goals – Skees reveals how to connect brands and customers through emotionally resonant expressions across digital, physical, and human channels, transforming them into engaged audiences.

The result is cohesion and clarity: one lived narrative that teams align behind and audiences return to, again and again.

Because the future of our craft lies beyond storytelling—in designing narratives that don’t just entertain, but transform.

About Theron

Theron, a former senior creative executive at Walt Disney Imagineering, has spent his career infusing brand stories and narrative into theme parks, destination experiences, and organizations worldwide.

Having directed global projects valued in the billions, he now applies his 30+ years of expertise as the founder of The Designer’s Creative Studio applying Narrative Experience Design to transform customers into engaged audiences, drive business growth, and enhance brand equity.

Theron partners with brands worldwide through consulting, coaching, and speaking. His work demonstrates that story and experience are foundational to an organization’s identity, shaping how people connect wherever they live, work, eat, shop, or play.

To discover more about Theron and The Designer’s Creative Studio, visit https://www.designerscreativestudio.com.

How to watch this Campfire:

• Link to sign up for this Campfire (WXO members only)
• To join the WXO, please head to our Application page
• The WXO is a global home for the leaders, shapers and doers in the Experience Economy
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Timings

Campfire #2 is suitable for those in the US or Europe, but everyone is welcome! Here’s when we kick off in your time zone:

London: 17:55 – 19:25
Paris: 18:55 – 20:25
Los Angeles: 09:55 – 11:25
Santa Fe: 10:55 – 12:25
Chicago: 11:55 – 13:25
New York: 12:55 – 14:25
São Paulo, Santiago & Buenos Aires: 13:55 – 15:25