Claus Raasted has worked with designing extraordinary experiences for almost a quarter of a century. Today, he serves as the Director for The College of Extraordinary Experiences, is a Coach at McKinsey & Company, and hosts the podcast ”The Business of Extraordinary Experiences”. He is also a prolific author, with 30 books to his name, and has just finished ”The Innovation Cycle”. Raasted also has a past in reality TV, but these days, who hasn’t?
Key points of the speech:
Passive consumption is dying a slow death. Participation is the future.
We don’t want to watch and listen. We want to co-create.
We have 3 basic needs: competence, autonomy, relatable.
We want to feel important, in control, and part of something bigger than ourselves.
The bottom line? The future of business (and especially that of marketing) is participatory.