X: The Experience When Business Meets Design

9.0

THIS IS WATER

all business is personal

Truth will set you free. But not until it is finished with you.

—David Foster Wallace¹

Your journey with this book is nearing its end, but hopefully this is just the beginning of another journey for you, into the exciting and rewarding world of experience architecture. I hope that after you start to apply what’s been presented here, you will share your experiences with me. If you share your story, I will share it with others, and we’ll all continue this journey together. You can reach me here: [e-mail].

Before you go, I’d like to introduce you to Erik Davis, a writer, scholar, journalist, and public speaker who has written interestingly about experience design. In 2001, Davis predicted that we were entering an Experience Design² era, and he poetically described experience as “that evanescent flux of sensation and perception that is, in some sense, all we have and all we are.”

I know it won’t be easy, but I hope you will keep thinking about what we can do when we invest in understanding and appreciating others’ existing and desired sensations and perceptions. Doing so will not only greatly improve the experiences of your customers, but also your own experiences in serving them and beyond. Davis wrote:

By recognizing that ...