Joe Pine, Author of “The Experience Economy” & Principal, Strategic Horizons LLP

| Last Updated on June 4, 2021 | ,

Joe Pine is a noted international business thought leader who pioneered the idea of the “Experience Economy” in the late 1990s with the best-selling book The Experience Economy: Work is a Theatre & Every Business a Stage.” That breakthrough book demonstrates how goods and services are no longer enough; what companies must offer today are experiences – memorable events that engage each customer in an inherently personal way. Joe has continued to galvanize the way the world does business with insights about ongoing shifts in consumers’ ever-evolving mindset.

I asked Joe if he considers himself a ‘futurist” and he said no, explaining “I won’t tell you what’s going to happen, I tell you what is already happening that you do not yet see!”

Among the topics Joe and I discuss are the Experience Economy in the context of cultural heritage tourism, and themes that include sustainability, disruption, authenticity, mass customization, the fusion of virtual and real life experiences, and thoughts on how to convert one of the most dreaded dimensions of the travel experience into a rewarding and enjoyable memory.


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Taize in Findhorn Eco Village Scotland


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