One of the fundamental theories about customer experience. It describes in an easy to understand way how we arrive to the experience economy and what are the major steps towards it.
First there was agriculture, then manufactured goods, and eventually services. Each change represented a step up in economic value–a way for producers to distinguish their products from increasingly undifferentiated competitive offerings. Now, as services are in their turn becoming commoditized, companies are looking for the next higher value in an economic offering. Leading-edge companies are finding that it lies in staging experiences. An experience occurs when a company uses services as the stage–and goods as props–for engaging individuals in a way that creates a memorable event.
A TED video where Mr.Pine is presenting his thoughts and click here for the complete reference to the HBR article.