The Experience Economy was about the sharing of experiences—so Starbucks went from being a coffee franchise to a “third place,” that is, neither home nor work, but a “third place” in which to live your life. Buying a cup of coffee became an experience, a caffeinated theme park of sorts. The next iteration of this idea is the Transformation Economy, where you’re not just paying for an experience, you’re paying to have your life transformed by this experience. Early versions of this can be seen in the rise of “transformational festivals” like Burning Man, or fitness companies like CrossFit,
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