<p>A few months ago I finally hit a major milestone...</p><p>After years of putting it off, I finally started taking golf lessons.</p><p>Jasper, my coach (or &quot;pro&quot; as they say in the golf world), has been helping me develop a proper swing. But being me, I just can&#39;t help but look at Jasper through a service design lens.</p><p>What is he actually selling me? Or better yet: what am I actually buying?</p><p>Right now, I pay by the hour. That buys me Jasper’s time and a bit of grass to practice on. </p><p>But what if I didn’t pay for the service, which is just time well saved, but rather for the outcome?</p><p>What if Jasper promised to take me from someone who barely knows how to hold a club to being a confident, competent golfer? </p><p>Because in the end, that’s truly the identity shift I’m actually looking for.</p><p>Just think about how much that proposition would change the dynamics, not just for me, but for Jasper’s entire business model. </p><p>When that offer is on the table, why would I ever settle for a coach selling me &quot;practice time&quot; (a commodity) when I could invest in the transformation I actually desire?</p><p>This shift toward &quot;transformations&quot; as an economic offering isn&#39;t new.</p><p>It was already described in the industry defining book The Experience Economy back in 1999.</p><p>We’ve been lucky enough to have Joe Pine, the book’s co-author, on the Show twice before. Now, he’s back.</p><p>It’s been 27 years since he published the book that influenced so many of us, and he has just published the long-awaited follow-up titled, you guessed it, The Transformation Economy.</p><p>In this episode, we sit down to chat about what this shift means for us as service design professionals and what it means for the future of business. </p><p>I’m fairly certain this is the very first podcast where Joe discusses the new book, so we’ve got a true exclusive on our hands.</p><p>So will this be the next chapter for our field? Listen to the episode to find out!</p><p>As you listen to the conversation, I’d love for you to think about your own projects. Are you designing for &quot;time well spent,&quot; or are you ready to guide your customers through a real identity shift?</p><p>Enjoy the conversation and keep making a positive impact!</p><p>Be well,</p><p>~ Marc</p><p><br></p><p>--- [ 1. GUIDE ] --- </p><p>00:00 Welcome to Episode 246</p><p>04:45 Why the book is still relevant</p><p>06:15 Progression of Economic Value</p><p>11:00 Defining economic offerings</p><p>13:00 Birth of the Transformation Economy</p><p>17:30 Experience vs. Transformation</p><p>20:30 Focusing on the &quot;Aspirant&quot;</p><p>22:00 Time Saved vs. Time Well Spent</p><p>25:00 Experience design examples</p><p>27:00 Novelty and social bonding</p><p>31:15 Investment for time</p><p>32:30 Turning experiences into change</p><p>34:30 Service vs. Experience design</p><p>37:30 Moving to transformations</p><p>38:30 The power of intentionality</p><p>40:45 Using reflection to add value</p><p>43:30 Changing your identity</p><p>44:45 Goal: Human flourishing</p><p>47:30 What it means to flourish</p><p>49:30 Satisfaction vs. improvement</p><p>50:45 The drive for better</p><p>51:30 Designing for transformation</p><p>54:00 Transformative learning</p><p>56:30 The Golf Coach story</p><p>01:00:15 The new book release</p><p>01:01:00 Key takeaway from Joe Pine</p><p>01:02:45 Final thoughts</p><p><br></p><p> --- [ 2. LINKS ] --- </p><ul><li>LinkedIn - <a href="https://www.linkedin.com/in/joepine/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/in/joepine/</a></li><li>Website - <a href="https://strategichorizons.com/contact/" target="_blank" rel="ugc noopener noreferrer">https://strategichorizons.com</a></li><li>Buy the <a href="https://store.hbr.org/product/the-experience-economy-with-a-new-preface-by-the-authors-competing-for-customer-time-attention-and-money/10288" target="_blank" rel="ugc noopener noreferrer">book</a> now</li></ul><p><br></p><p> --- [ 3. CIRCLE ] --- </p><p>Join our private community for in-house service design professionals. </p><p><a href="https://www.servicedesignshow.com?utm_source=podcast&utm_medium=podcast&utm_campaign=episode_description&utm_id=246&utm_term=servicedesignshow&utm_content=v1" target="_blank" rel="ugc noopener noreferrer">⁠https://servicedesignshow.com/circle</a></p><p><br></p><p>[4. 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