The Experience Economy by Pine & Gilmore
Why: A brilliant insight into the world of how certain organisations have moved up the value chain by unlocking the power of experiences – instead of just offering services. Now translate that into the world of civil engineering and you have a powerful tool to transform the industry.
All engineers must have an appreciation of the basics of marketing (or grumble about how little they are paid)
Quote: You are what you charge for – You are not truly selling an experience unless you charge admission. But if you reject charging it should still be your design criteria. What would we do differently if we charged admission? Your experience will never be worth an admission fee unless you stop giving it away for free.
