- Lou Carbone

Disney was incredibly clued in in 1979 (as opposed to Howard Johnson's)

one organization comes to mind when we think of organizations so big that people will participate in the planning of an event and go there - Harley Davidson!
have Harley tattoos they love HD so much - that's when you know you are creating extraordinary value

would I go to your library as a resource for how I'm going to feel after the experience?

what pushes us into these experiences where we have a preference to go somewhere and we don't even know why we go there?

you might pass other grocery stores on the way to your favorite one - why? because of the experience

recent poster child for experience is Starbucks

attitudes are important and drive behaviors, but what drives attitudes are emotions
how does this organization make me feel?
embedded clues drive the emotions
being in tune with that is important
it's how we make people feel
the different between make and sell

what becomes fascinating is knowing how customers/people think
there's a book called "What Customers Think" that is a great book - a deeper dive into Malcolm Gladwell's "Blink" topic

95% of what we process is in our unconscious
we might feel something when we walk into an environment, but 95% of what we are taking in get embedded into our unconscious mind

stimulii based on functional clues but also have humanic clues
clue-scanning - let's go on a clue hunt
used Fedex logo as an example (embedded arrow)
gets into the difference in signage (yay!)
"exit only please" versus "do not enter"
roles, not jobs - barista, not cashier
the toilet paper triangle - showed lots of fancy toilet paper triangles

sees libraries building experiential buildings and doesn't think we need to do that

physical aspects of the experience can come together if you know the roles
showed a profile of Roto Rooter guy

the important factor is that you cannot not have an experience - it's impossible to not have an experience
the question is how haphazard is that experience
how do the clues come together - how do they make your customers feel?
are they random and all over the place or do they come together to make them feel a certain way?
that is the huge challenge libraries face, but we can systematically design clues that can connect and engage people - employee experience, customer experience
all of them can be engineered if we can understand what emotion the customer desires having
then align the clues to create that

5 Disciplines that Choreograph that Experience:
1. how do I create the experience
2. audit to scan for those clues
3. how do I design the experience with specific clues
4. how do I implement them
5. how do I measure the success of what I'm accomplishing

learning - creating - doing
learning what our customers desire - unconscious thoughts and feelings
how do I understand the gap between what I'm creating and what they are getting

experience motif
as our industry changes daily, think about this motif of what customers will feel about themselves** in this experience
don't fall into the trap of thinking it's about how they feel about you
if you do, you'll never get to the nugget that unlocks how they will feel about themselves and in turn you
what are the three words you want them to use when describing you
how do you focus on building those three words

the opportunity is huge and we can transform libraries
it's not about the showpiece as much as what happens inside each individual as they leave and how they feel
because it's a world about sensing and feeling, not making and selling

his thoughts based on audience questions:
navigation is still a huge issue - feels disoriented in a library
had trouble figuring out just where to go
orientation is a big piece, especially in the context of the transformation of libraries from what people like him think they are to what the reality today
Starbucks has taken over our purview of being a place to just "go"
libraries transform peoples' lives with information - we fill people's information holes, which makes them feel good
doesn't think libraries should be about entertainment - it's a deep, psychological experience
Krispy Kreme didn't understand the principle of scarcity