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Paul, Interesting observations! In the classical design sense an experience is composed of the expected + the delighters and the overall experience valuation is the result of the blend of those elements. Best practice suggests there’s a “minimum bar” which needs to be targeted for the expected elements, coupled with a combination of delighters to produce the highest valuation experiences. I’ve seen the following trends from experience creators: 1. Nothing but the expected – companies that focus on delivering the expected elements of an experience with no delighters. Arguably you see this trend in most commercial air carriers these days. In fact a lot of these folks are clawing back items they consider delighters which many have come to expect (like seats you can sit on without requiring medical attention). 2. Just the one delighter – companies focusing on reliable expected delivery plus one thing that they feel differentiate themselves. 3. Expected element = Fail but multiple delighters – companies who go way overboard in the delighter dept but fail at delivering the minimum bar in the expected goods/services. The 3rd trend is something I’ve seen more of lately. As a supporting story a friend went to a local restaurant known for their Cherries Jubilee – which they apparently make a big production out of. After 45 minutes waiting to order and 1 hour before getting dinner service they were only able to see part of the big production as their waiter was rushing them out of the restaurant for taking up a table. These kind s of experiences remind me of the classic line “all flash, no sizzle”. When the “min bar” of the expected experiences are not met that overall experience value becomes very low, in fact disappointing, regardless of how many delighters you throw at a customer. There’s a whole range of vendors I no longer frequent, because of what I consider a major failure in that margin of utility Your analogy regarding your Yankee game experience got me thinking – what in that scenario is the utility? Is winning the real measure of what we’d consider a “minimum bar” expectation, or would it be enough to see the Yankees field a professional, competitive team? It’s an interesting problem for experience vendors marketing a professional sporting event – what is the ordinary definition for the functional reason for being there? Most people would say just to see professional athletes compete, but many teams would likely tell you filling seats during/after a losing season is a much harder proposition, regardless of how many “extras” are awaiting attendees. Overall industries which have already adopted an “experience” offering model (like sporting events) do act as a good lesson for businesses moving into this market, though I’m still struggling to get a firmer understanding of the fundamentals of the model beyond the high level.