Reports from the Knowledge Labs about our recent findings, research topics, and interviews with lifestyle leaders who are creating their own futures.

How to stimulate your own powers of foresight. Consider the following thought provokers. Ask yourself, in these categories what are the brand new trends and forces? Which are the ones growing in importance? Which current forces are loosing their steam? Which have peaked or are reversing themselves? Which are the "wildcards" about to disrupt us in the future? POLITICAL AND TECHNICAL thought for food: Electronics, Materials, Energy, Fossil, Nuclear, Alternative, Other, Manufacturing (techniques), Agriculture, Machinery and Equipment, Distribution, Transportation (Urban, Mass, Personal, Surface, Sea, Subsurface, Space), Communication (Printed, Spoken, Interactive, Media), Computers (Information, Knowledge, Storage & Retrieval, Design, Network Resources), Post-Cold War, Third World, Conflict (Local, Regional, Global), Arms Limitation, Undeclared Wars, Terrorism, Nuclear Proliferation, Weapons of Mass Destruction, Governments (More/Less Power and Larger or Smaller Scale), Taxes, Isms: Nationalism, Regionalism, Protectionism, Populism, Cartels, Multinational Corporations, Balance of Trade, Third Party Payments, Regulations (OSHA, etc.) Environmental Impact, U.S. Prestige Abroad. SOCIAL AND ECONOMIC Food for thought: Labor Movements, Unemployment / Employment Cycles, Recession, Employment Patterns, Work Hours / Schedules, Fringe Benefits, Management Approaches, Accounting Policies, Productivity, Energy Costs, Balance of Payments, Inflation, Taxes, Rates of Real Growth, Distribution of Wealth, Capital Availability and Costs, Reliability of Forecasts, Raw Materials, Availability and Costs, Global versus National Economy, Market versus Planned Economies, Generations: Y, X, Boomers, Elderly, Urban vs. Rural Lifestyles, Affluent vs. Poor, Neighborhoods and Communities, Planned or Organic Growth. Got Knowledge?

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The Journal of 2020 Foresight
Sunday, September 10, 2006  

Engaging the Four “E’s” of Experience Engineering

Chapter Four: The Tribal Territories

By Steve Howard, CKO
The Knowledge Labs

Table of Contents
Chapter One: Basecamp
Chapter Two: The Ridge
Chapter Three: The Outpost
Chapter Four: The Tribal Territories

"In this same vein, as a compassionate flatist, I would like to see a label on every electronics good state whether the supply chain that produced it is in compliance with the standards set down by the new HP-Dell-IBM alliance. In October 2004, these three giants joined forces in a collaborative effort with key members of their computer and printer supply chains to promote a unified code of socially responsible manufacturing practices across the world. The new Electronics Industry Code of Conduct includes bans on bribes, child labor, embezzlement and extortion, and violations of intellectual property, rules for governing usage of wastewater, hazardous materials, pollutants, and regulations on the reporting of occupational injuries."

Thomas Friedman, “The World is Flat”

DOUBLE NICKEL RANCH. Unless you earn your living as a coach, the promise of the transformation economy still lies over the horizon for you. It’s far better to focus your reinvention efforts on commoditizing your competition’s services. How? You can use one or more of the four categories of themes -- entertainment, education, escapism or esthetic realms to develop an engaging, memorable experience.

Journal of 2020 Foresight: So for those reinvention teams tasked with capitalizing on the next viable niche, how do you design a memorable experience?

Explorer: By considering four active or passive experience realms that can be staged separately or in combination.

J2020F: Active or passive?

Explorer: Yes. The two passive realms are esthetics and entertainment, while escapist and educational are more active realms.

J2020F: How do you design for esthetics in mind?

Explorer: Pine and Gilmore say by considering answers to the following questions:

What makes your guests want to come in, sit down, and hang out?

How can the environment be changed to be more inviting, more interesting or more comfortable?

J2020F: I notice that the engaging theme requires no active participation on the part of your customer.

Explorer: That’s right. Likewise, entertainment only requires a response -- nothing more active from your customer, so it too is a passive realm.

J2020F: So, their response to the experience is enjoyment or laughter?

Explorer: Yes. And in the design you’re asking yourself, what can you do to get your guest to stop and stay? How can you make the experience more fun and enjoyable?

J2020F: What about the third experience realm?

Explorer: Unlike the first two, escapist is an active realm that requires an immersion.

J2020F: You’re looking for their active participation?

Explorer: Yes. You ask questions, like: What should your guests do? How can they become more immersed in activities? How can you get them to become active participants in the experience?

J2020F: Seems straightforward in terms of the questions. The answers may be tough until you are more comfortable with this process. What about the last category?

Explorer: The fourth realm is the second active realm -- education, or learning by full participation.

J2020F: O.K. The fact that this is active, well, it surprises me. Am I thinking about being a student in a classroom? Is this something different?

Explorer: Yes. It is different. You’re trying to identify what do you want them to learn from the experience? Likewise, what information or activities will help them in the exploration of knowledge or skills?

J2020F: So, the answers to these design questions will help you stage experiences that will commoditize your competition?

Explorer: It certainly will and it will help you further differentiate you products and services so that you can charge a premium for which you customers will find both relevant to their needs and connected to you at a deeper level.

J2020F: Something I forgot, the difference between absorption and immersion?

Explorer: Of the four realms of experience, entertainment and educational fall within the absorption category, while esthetic and escapist within the immersion category.

J2020F: So we have the interplay between active and passive as well as between immersion and absorption?

Explorer: Yes. Education is both an active and an absorption experience, whereas entertainment is both a passive participation and an absorption experience.

J2020F: How do you define immersion?

Explorer: An immersion experience can be a passive participation experience like an esthetic or an active participation as in an escapist. Passive customer interactions do not change the performance at all.

J2020F: They observe or listen?

Explorer: Yes. The environmental relationship or the connection unites customers with the event or performance.

J2020F: In what way?

Explorer: Customers absorb the entire pageantry taking place in and around them at a distance, from the grandstand, say while those in an infield close to the action become immersed in the sights, sounds and smells that surround them.

J2020F: Let's say I'm leading a team to apply this model to our service -- can you give me some tangible thought-starters?

Got Knowledge?
Copyright ©2002 - 2006 Aarnaes Howard Associates. All rights reserved worldwide.

8:38 AM

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