Stealing Fire: How Silicon Valley, the Navy SEALs, and Maverick Scientists Are Revolutionizing the Way We Live and Work

by Steven Kotler

But we were at the Advertising Research Foundation38 to discuss the next step: the move from an experience economy to what author Joe Pine calls the “transformation economy.” In this marketplace, what we’re being sold is who we might become—or as, Pine explains: “In the transformation economy, the customer IS the product!”