- Back in 1999, Joe Pine and Jim Gilmore published The Experience Economy, a book that did more than coin a catchy term—it captured a fundamental shift in how businesses create value. Now in its third edition, the book remains a must-read for anyone looking to understand why experiences—not just products or services—are the future of business.
- At its core, the Experience Economy is based on a simple but powerful idea: economic value evolves. Societies move from agrarian (selling commodities) to industrial (selling goods) to service-based (providing services). The next level? Experiences—where companies don’t just do something for customers; they engage them in a memorable, meaningful way. Think of how Starbucks transformed coffee from a 50p commodity into a £5 ritual, or how Airbnb sells not just rooms but the feeling of belonging anywhere in the world.
- The reason this matters now more than ever? People are drowning in stuff but craving connection, meaning, and transformation. In a world where AI can automate services and products are endlessly available online, what stands out is the experience around them. Pine and Gilmore provide practical frameworks for designing experiences that captivate customers, from the “Four Realms of Experience” to the idea of charging for time, not just output.
- Businesses that get this right—theme parks, immersive dining, transformational retreats—don’t just succeed; they redefine industries. The Experience Economy isn’t a passing trend. It’s the inevitable next stage of business evolution. The question isn’t if you should embrace it, but how fast you can.
- To hear more from Joe Pine, who is a co-founder of the WXO, join the organization and meet Joe in WXO Campfires. Joe shares his latest thinking regularly, for example in these Campfires: list 2 or 3.
Speakers | London Experience Week 2025
Mike Goldsmith
