Product Innovation Is Transforming Into Experience Innovation.

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Advances in manufacturing and the reach of digital technology have reduced speed to market and the ability to differentiate new products, which is eroding marketshare. Being “new” or “different” in the world of product design is no longer an advantage. Add to that choice-fatigued consumers who want brands to “speak to them,” addressing their personal needs and desires, and it’s easy to see how product innovation is transforming into experience innovation.

“Great experience innovation isn’t about a series of one-off moments, but a holistic vision for a transformed brand experience that evolves over time. A customer-experience map is, therefore, a bold, integrated vision for the future of your brand experience. Think about what people will notice, and what they will remember. Today’s dramatically expanding set of touch points, shorter attention spans, and shrinking lifecycles all heighten the need for an experience that breaks through with increased vitality and dimension”. —Rick Wise, CEO of Lippincott

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