Everyday Creative by Dixon Mykel;

Author:Dixon, Mykel; [Dixon, Mykel]
Language: eng
Format: epub
ISBN: 9780730383741
Publisher: John Wiley & Sons, Incorporated
Published: 2020-05-22T00:00:00+00:00

But don’t just take my word for it.

Experience is everything

Although we like to believe we’re all rational, reasonable beings making logical, pragmatic choices, research tells us otherwise. Studies have shown that up to 95 per cent of our decisions are driven by our subconscious. And emotion, not reason, is the language of our subconscious mind.

Add to that the rise of the ‘experience economy’,1 the proliferation of companies focusing on redefining their employee experience and the increasing demand for more emotional intelligence in the workplace, and the case for feeling begins to carry a whole lot more weight.

According to Expedia, a staggering 74 per cent of people are prioritising experiences over products when it comes to their spending habits. People young and old are opting out of accumulating more stuff and are instead investing their hard-earned cash into moments that become meaningful memories. And for good reason. Studies have shown that investing in experiences brings more long-lasting joy than spending money on things.

Look at some of the most iconic brands of the last decade. It’s obvious how instrumental ‘the experience’ was in amplifying their success. From Apple to Nike to Tesla, they don’t just invest in what a product does or what problem it solves. They focus intently on how it feels to use and how it feels to be seen to use it.

Although I had hoped to get through an entire book without using them as an example, look at Uber. They didn’t just transform the transportation experience; they changed they way we experience time. While waiting for our ride, we can watch the little cartoon car snake its way through the side streets on a digital map. Even when my ride takes longer to arrive than a taxi, watching my driver snake their way through the suburbs is surprisingly satisfying.

Some companies have even built their entire business model on the power of experience. Secret Cinema have redefined the way we experience film by building life-sized replicas of the sets of critically acclaimed movies, complete with hundreds of actors as characters from each film. For hours before actually watching the film, patrons exist in the film.

Or then there is the UK company Black Tomato, who have an offering called ‘Get Lost’. Starting at £22 000, clients work with a personalised consultant to determine what is missing from their life. Then, on a particular time on a particular day, they are whisked from their home to the airport, put on X number of flights, Y number of taxis and possibly a helicopter ride, then dropped in the Atacama Desert of North Chile, or on a glacier in the fjords of Iceland, or some other remote location, with a just a backpack, a GPS and the instruction ‘We’ll see you in a week’.

This appetite for experience doesn’t stop with consumers. It has infiltrated what we now desire and demand from our work. Websites such as LinkedIn and Glassdoor make it easier for prospective employees to assess the atmosphere of a company they’re considering.

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