Bob Rogers - Designing Experiences That Change Behavior

Experience designer and BRC Imagination Arts founder Bob Rogers joined me on Ditching Hourly to explain how to create experiences that change behavior instead of merely entertaining. His new book, Deep Story, is a practical guide to doing exactly that. We talked about defining the change before choosing tools, looking past requested deliverables, finding the emotional connection between a brand and its audience, starting with the heart, and turning information into action. 00:00 - Meet Bob Rogers and Deep Story 01:57 - Lessons from Disneyland's Magic Shop 03:57 - It's All About Them 07:36 - The Audience Is the Instrument 10:27 - Failing Into the Right Career 12:24 - Define the Change Before the Tools 16:51 - Look Past the Requested Deliverable 20:11 - Hire the Team, Not the Idea 22:41 - Use Phases and Set Enduring Goals 24:53 - Find the Shared Emotional Trigger 27:55 - A Brand Is What the Audience Says It Is 32:09 - SCAD's Kitchen Table Story 35:35 - Start with the Heart, Then Focus 38:32 - Information Is Not Transformation 42:35 - Books and Where to Find Bob Bob Rogers is the founder of BRC Imagination Arts, where he has spent decades creating visitor experiences for corporations and museums. He began his career demonstrating magic at Disneyland and later developed concepts for films at Walt Disney Imagineering. His new book, Deep Story, presents a practical approach to building experiences that make an emotional connection and prompt action. Learn more at BRC Imagination Arts. ---- Before you go! The next time someone asks you for your hourly rate, I want you to stop what you're doing and head on over to valuepricingbootcamp.com to sign up for my free value pricing email course. Hope to see you there!