To understand this possibility, it’s helpful to understand a few of the developments that have led to today’s marketplace. At the tail end of the twentieth century, we started moving from the selling of ideas,36 the so-called information economy, toward the selling of feelings, or what author Alvin Toffler called the “experience economy.” This is why retail shops started to look like theme parks. Why, instead of stocking ammo on their shelves like Wal-Mart, the outdoor retailer Cabela’s turns their stores into a hunter’s paradise of big-game mounts, faux mountainsides, and giant aquariums.
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