“Designing” businesses in this way is not unlike creating movies. If a movie has made you cry, laugh, or feel fear, it almost certainly wasn’t an accident. The director and the producer knew you were going to have that specific emotional reaction and they designed and structured the movie to create the experience for you. Applying this Hollywood technique in business, the customer’s emotional journey becomes the primary focus. If businesses approached their customer interactions in the same way movies approach their audience interactions—figuring out the emotions a customer should have every
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