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Building Wellness Brands Through Transformation
For decades, the rules of consumer attention were fairly predictable. First, we lived in a service economy, where the goal was simply to deliver a good or a service efficiently. Then came the experience economy, a shift popularized in 1999 by management theorist Joseph Pine, who argued that consumers wanted more than transactions. They wanted memorable moments.
Now, according to Pine’s newest work, The Transformation Economy: Guiding Customers to Achieve Their Aspirations, the bar has been raised again.