1. The Science of Experience

Marketers, perhaps more than others, know about the remarkable power of the story. After all, they are in the business of storytelling but, on the other hand, my story is very telling about business. While business knows about the power of the great story, it has neglected a critical part of the equation. And that’s this: It’s one thing to create an experience, but it’s yet another to create a memorable experience. It turns out that a good experience isn’t nearly enough. Marketing strategists typically have a good understanding that the experience is essential, but they have very little recognition of the fact that it’s how those experiences are interpreted and remembered that is critical. There are a dozen books ...

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