What Is Experience Strategy – And What It Definitely Isn’t…
When Dave Norton asked a very distinguished CX leader the question, ‘What is experience strategy?’ he looked at back at him and said, ‘It’s the part of the business strategy that the experience people execute against.”
He was serious. And, according to Dave, he was wrong.
Over to Dave to explain why and what he’ll be preaching at this exclusive Campfire:
“Experience strategy is not CX. It’s not the part of the business strategy that designers, solution providers, technologies, or operations gets done. No, experience strategy IS business strategy – or at least the part of business strategy that describes how value is created for the customer. Which is the most important part.
“The WXO community should remember that the basic premise of The Experience Economyis that experiences create value. Experience strategy, as I shall define it, is all about helping a company to create the most value possible for the customer and the company.”
Aimed at anyone who is or wants to be a better strategist, this session is essential for anyone launching, reimagine or running an experience business – and that means you.
You’ll discover
- The four principles of experience strategy
- How experience strategy is different from other forms of strategy
- Why experience strategy is not design, innovation, creativity, or solutionising
- How to articulate your role as a strategist in a business setting
About Dave
Dave Norton is the founder and principal of Stone Mantel, an insights consultancy focused on helping companies create meaningful experiences for their customers. For decades he has been at the forefront of experience strategy. His clients include Coca-Cola, Marriott, Disney, Nike, Walmart, Johns Hopkins, Blue Cross, Royal Caribbean International, and many other well-known brands.
He is also the founder of The Collaboratives, a subscription-based research program that companies participate in annually. The program is designed to conduct primary research into the lives of consumers and discover how technology, meaning making, human behavior, and design will continue to evolve and take shape.
As lead researcher and director of both Stone Mantel and The Collaboratives, Dave Norton has guided thousands of in-depth interviews and in-home observations that are the basis for these insights into modes. His research includes 10 years of quantitative research into the role of technology in consumers’ lives.
Dave is also the author of Digital Context 2.0: Seven Lessons in Business Strategy, Consumer Behavior, and the Internet of Things. Digital context is the data that resides in and between the wide variety of tools that people access. His book helps companies think about their strategy for smart homes, cars, and work environments.
Dave has lectured at Harvard, Columbia Business School, and other academic institutions. He received his Ph.D. from the University of Minnesota in 2002 in Rhetoric, Scientific, and Technical Communications, and currently lives in Utah.
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
- As a member, you’ll get live access to Campfires like this one plus unlock an on demand library of over 100 Campfire recordings
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