Celebrating 25 years of Strategic Horizons

The 25th Anniversary of Strategic Horizons

Hello friends!

This year we are celebrating 25 years of Strategic Horizons – since 1996, Pine & Gilmore’s “thinking studio” dedicated to helping executives see the world differently. We so appreciate the many people — including YOU! — who have supported our work over the past quarter-century.

In recognition of this milestone, the following is a list of 25 fun, informative, sometimes obscure, and always educational items that we’d encourage you to experience. Join us in recognizing some intellectual highlights (not all of them ours), exposing your mind to some great reads and videos, and engaging in individual ideation inspired by our content – not just as a reminder of things past, but the possibilities that lie ahead.

We hope it’s time well spent! Enjoy.

Joe & Jim autographs

Joe Pine & Jim Gilmore
Strategic Horizons LLP


  1. Watch this video offering our perspective on the founding of Strategic Horizons LLP through to our recent re-release of The Experience Economy: Competing for Customer Time, Attention, and Money:
  2. Do some back-of-the-envelope calculations on how you spend your time, your attention, and your money. Then ask yourself:
    1. On what should I be spending more time? Less?
    2. To what do I spend too much attention? Too little?
    3. For what should I spend more money? Less?
  3. Consider joining the new World Experience Organization: https://worldxo.org/
    Birthed by James Wallman, the WXO exists to promote the Experience Economy through “the four Cs of Content, Community, Commerce, and Champion”. And be sure to check out these 10 podcasts for experience designers:
  4. Watch Joe’s TED talk from 2004:https://www.ted.com/speakers/joseph_pine
  5. See these two McKinsey reports as companion pieces: “Cashing in on the US experience economy” and “How COVID-19 has pushed companies over the technology tipping point—and transformed business forever”.
  6. Read our view on how without the revival of the Experience Economy there can be no recovery: https://strategichorizons.com/experience-economy/no-experiences-no-recovery/
  7. For your business, ask yourself our favorite question from The Experience Economy (any and all editions): What would we do differently if we charged admission?
  8. Check out The Wall Street Journal’s ongoing coverage of the Experience Economy in its Experience Report, and if you like it, see if you can figure out how to subscribe to it.
  9. Watch Daniel Kahneman’s TED Talk, “The riddle of experience vs. memory”: https://www.ted.com/talks/daniel_kahneman_the_riddle_of_experience_vs_memory?language=en
    Joe interviewed Daniel Kahneman onstage in Moscow in October 2019, relating his many ideas to the Experience Economy.
  10. Do an assessment of your office work environment (ideally using the principles we outline in The Experience Economy for staging robust, cohesive, personal, dramatic, and even transformative experiences) and resolve how to improve it. Consider using Jim’s Six Looking Glasses method to let observation drive your assessment. But first watch this music-video by Jonathan Mann on tool featured in Jim’s book, Look.
  11. Read Jim’s 2014 article, “True Colors: Car Choices, Food Sources, and the Fauxthenticity of our Times” from the magazine Mockingbird.
  12. Visit the awards page on our website listing our Experience Stager of the Year (EXPY) and Experience Management Achievement (EMA) award recipients:
    See what principles they have applied to their businesses, and how those principles might apply to your business.
  13. Read up on The History of the Experience Economy and see where we first published the ideas and how the ideas then remain valid today.
  14. Click on ExperienceTV from Oracle and note its existence as a phenomenon of today’s focus on experiences, then find and watch an episode that interests you.
  15. Get away from the TV, read the New York Times article “Exploring New York, Unplugged and on Foot” by Anand Giridharadas, and consider inviting some friends to experience your own “I am here” days without any screens.
  16. Randy White of White Hutchinson provides a great perspective on the impact of the coronacrisis on experience stagers. Check out his blog here:
  17. Read the article “Synthetic Authenticity” from the March 24, 2008, edition of TIME Magazine’s cover story “10 Ideas That Are Changing The World” featuring Authenticity: What Consumers Really Want.
  18. Watch this intriguing documentary on coffee (well, at least the trailer!) from commodity to experience:
  19. Read the latest extensions on Mass Customization thinking – the core DNA of Strategic Horizons:
  20. Think of one of the most memorable experiences you have enjoyed in the past few years. Reflect on how it intersects with the four realms of experience through Jim’s new pinwheel model of the 4Es.
  21. Experience home dining beyond mere home-delivery services, via the “experience in a box” offerings of eat2explore, celebrationhome, The Finishing Gourmet, and perhaps a local offering near you.
  22. Read the Amazon summaries of these recent books that extend the frontier of thought on the Experience Economy, and then buy the one (at least) that most appeals to you:
    1. The Age of Experiences: Harnessing Happiness to Build a New Economy by Benjamin Hunnicutt
    2. Designing Experiences by J. Robert Rossman Ph.D., Mathew D. Duerden
    3. Stuffocation: Why We’ve Had Enough of Stuff and Need Experience More Than Ever by James Wallman
    4. The Experience Logic as a New Perspective for Marketing Management edited by Tonino Pencarelli and Fabio Forlani
    5. The Umami Strategy: Stand Out by Mixing Business with Experience Design by Aga Szóstek
  23. Read Joe’s paper that applies our ideas to employee experiences: https://strategichorizons.com/employee-experiences/embracing-the-employee-experience/
    Also read about the employee onboarding experience, “Real Whirled,” which Jim helped cook up at Whirlpool soon after the publication of The Experience Economy: https://www.nytimes.com/2000/09/12/business/living-and-learning-at-dishwasher-u-whirlpool-trainees-prepare-for-real-world.html
  24. Before the book, before “Welcome to the Experience Economy” in Harvard Business Review, and soon after the founding of Strategic Horizons LLP, this less known Wall Street Journal piece was an early expression of our thoughts on the economic value of experiences — way back in 1997!
  25. Read (at least) the Preview to the 2020 hardcover re-release of The Experience Economy: Competing for Customer Time, Attention, and Money for new ideas, exemplars, and new framing of the rest of the book as staging robust, cohesive, personal, dramatic, and even transformative experiences. It is ideal for assessing the Experience Economy in a post-virus world.

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