Building an experience aka story

March 9th, 2009

When you watch a movie it is a combination of thousands of different shots, all put together to create a story.

Stand alone they have not nearly as much value as they do together.

A classic example in an action film, is a 2 second shot showing a police car driving through people with one ring of the siren.

The very next shot shows the stars, either in an ambulance, or talking to police, or off to the side talking to one another.  Everything is safe now, it’s ok, what’s next?

That 2 second shot communicates, things have quietened down, everyone is safe (the police have arrived) we can slow down for a while.

Your interactions with your customers are exactly the same, you need to build them into an overall experience.

Tourist operators are fantastic at this, they decide what experience they want to have and ensure that all interactions help build it.

Another example is board rooms, often outside the board room are picture connotating success (mountains, graphs of success, newspaper clippings), the books you can read are on super yahcts, luxury cards, golf.  All things associated with success.  This is a priming tactic so that you walk into the board room thinking of being successful.

What is the story you want your customers to have? Define that, and work backwards.

Ps. Apologies if you never watch a movie the same again!

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