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Why You Need To Have An Experience Architect On Your Team Yesterday!

Written by Josh Collins. Posted in Experience

Without taking up too much time going into the many details of what an Experience Architect is, and how they are the biggest reason why you are not engaging  your audiences, watch the latest ad from Apple.

Having such a large focus on the “experience” of their products from top to bottom, is one of the primary reasons why Apple remains a juggernaut of innovation and success.

It’s a part of their DNA, and probably in my opinion, the greatest facet of the late Steve Jobs’ legacy.

I’ve been saying this for years, and every one I’ve coached or worked with has benefited greatly from it, but if you’re focus isn’t on how your audience experiences you, then you’re missing out on the greatest opportunities to make change and impact the world around you.

Everything is about the experience.

And everything creates an experience.

Each any every interaction we have throughout our day provides us with an experience. The reality is most of the time, we just aren’t present enough to pay attention and recognize them.

Billions and billions of dollars are spent every year to help create experiences that will either result in us buying one product instead of another or visiting one destination instead of the other.  In the case of politics, billions of dollars are even spent to convince us that one person is more trust-worthy and therefore more electable than someone else.

I love the example that Starbucks provide.  With Starbucks, you have not only great coffee in my opinion, but a rich, warm, inviting atmosphere.  An atmosphere, by the way, that just seems to attract beautiful things.  I mean seriously, it never fails, there are always beautiful people in Starbucks.  Have you ever noticed that before?  And what do these beautiful people more often than not have in front of them, a beautiful Apple product.

A simple convergence of awesome.

And that’s by design, folks!

If you haven’t read Howard Schultz’s book “Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time,”  then you should.  It’s incredibly insightful about the attention to detail, and deliberate ways they go about creating their experiences.  They have invested countless numbers of resources into the research, experimentation and ultimately the creation of those experiences, all with long term goals in mind.

Apple and Starbucks give us just one version of powerful awesome experiences.

Have you ever had an awesome concert experience?

I’m thinking along the lines of U2, Coldplay, Tom Petty, Pink Floyd, Fish, or even Mumford & Sons.

What do they all have in common?

They deliver awesome performances which create awesome experiences!

I could go on and on specifically about this, but each and every facet of their performance and production posses such a high value that they reinforce one another and therefore provide continuity throughout.

It’s no wonder people become fans for life, and say things like going to a U2 concert changed their life.

There is tremendous raw power in the awesome experience.

There is no doubt in my mind that we have been uniquely created with a very specific vacuum inside each and every one of us.  And that space, that vacuum, can only be touched and accessed thru the power of the awesome, authentic experience.

And when that space is accessed, that’s when change happens.

That’s when movements are created.

That’s where culture can be created or shifted.

What awesome experiences have you had lately?

How have they inspired you or touched you personally?

How could having an Experience Architect on your team help you get to the next level?

Share your thoughts in the comments below!


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Josh Collins

Josh Collins is a Communicator and Experience Architect who lives in Franklin, Tn. His passion is to create awesome experiences that change the way we engage audiences and help you do the same.
  • http://jimwoodswrites.com/ Jim Woods

    Josh, I’m glad you mentioned Starbucks as well. Experience is something that is often overlooked when the focus is on price, efficiency and the bottom line.

    • http://www.thejoshcollins.com/ Josh Collins

      I couldn’t agree more Jim! I go into many more expamples in the book I’m currently working on, but you’re absolutely right! Price and fear based economies often times become the death of any endeavor or small business!

  • http://MikeLoomis.CO/ Mike Loomis

    That video is a great reminder. Guess I shouldn’t be surprised, huh? Thanks for sharing!

Posted on: June 17, 2013

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