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The Era of Experience

The Era of Experience / Previous eras failed to touch a key element of the human spirit – the element of experience. Experience is the common language that unites us all. Connections with the human spirit cannot be ignored. In creative projects, in life, in everything – learn that you need to work form the inside out. You can’t know your purpose or destination until you know who you are. Likewise, you can’t know a design, until you have an intimating understanding of the product or service, you can’t build a great building until you know each intricate detail about how it needs to function.

Society has created an environment that has disengaged our spirits because its messages have lacked enough meaningful substance to reach our spirits. However, at the core of each person, there is a spirit that is waiting to be engaged – waiting to be spoken to – waiting to be loved.

Engaging with the spirit requires that we dare to communicate in ways that to some would seem controversial because the authenticity, vulnerability, trust, and love that is required to engage human spirits is not common.

If we want to create a relationship with customers, it must start with emotional experiences through engaging experiences. Marshall McLuhan, the Canadian born communications theorist explored the value of experience and said that “Everybody experiences far more than he understands. Yet it is experience, rather than understanding, that influences behavior.”

Every interaction with our brand – our product – our business, provides us with a touchpoint – an opportunity for us to create an imprint on the spirit of our customer. The feelings that an image can arouse, the memories that a sound resurrects, the comfort and security of a familiar touch, the desire that a smell creates – these experiences span all languages, cultures, and races – are are the strongest form of communication we can use to engage customers in their relationship with our brands.

By basing our designs on experience, we are able to resonate with the human spirit. The world will be changed one person at a time as we create lasting emotional connections that will shift paradigms and bring forth incredible and unprecedented awareness, growth, and action.

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