There's No Business That's Not Show Business: Marketing in an Experience Culture

Chapter 11How to Run Your Own Show: The Three P's and the IBM Opera

When a company puts on a show for customers (as in the cases that we saw in Part I), it usually manages the project in conjunction with an outside creative agency. By contrast, show business for internal audiences is often produced by internal departments alone.

In this chapter, we provide guidelines for those readers who plan to develop a show business project on their own. We will begin with what we call the Three P's of Show Business. Managers need to address these three issues when they begin the process of creative implementation:

1. The Players— because every show needs people to fill specific roles
2. The Plot— because every show needs a story
3. The Place— because every show ...