Business Show

Author: (USA) Scott McKeon
Publisher:
Publish Date: 2004-01-01
Features: Are your business producing products or lifestyle? Are you selling material and services or atmosphere and emotional experiences? If entrepreneurs think about these questions and see the needs of truly successful businesses, they may need to face the reality: in the era of experience economy, emotions drive business. Customers are not only buying your products and services but also seeking enjoyment from them. Therefore, whether selling products or services, the essence of business is showmanship. Your business is like a stage under spotlight, and your employees are actors, performing while selling products and services. Your audience, the customers, may enjoy the performance, dislike it, or even ignore it. Based on the characteristics of modern business development, Scott McKeon summarizes a truth: All industries are entertainment industries. He connects business with entertainment industries such as movies, TV, and music, extending what has long been applied in entertainment to the business world—that is: to succeed, you must establish an emotional connection with your audience. This creates an emotional experience that customers cannot refuse. The reason they buy your products and services is that they can enjoy this emotional experience repeatedly. Economic principles dominate most of our business activities: cost, market share, and increasing shareholder value. However, the emotional principles of the entertainment industry provide a comprehensive cleansing of business from management to operations, because the culture and behavior of business have changed, and the focus of business strategies must shift to emotional principles.