- The Experience IS the Marketing
- Understanding Customer Sacrifice
- Cultivating Learning Relationships
James H. Gilmore is dedicated to helping businesses conceive and design new ways of adding value to their economic offerings. Gilmore works with management teams to grasp the nature of the emerging Experience Economy and envision their role in it – whether it be staging experiences, guiding transformations, or mass customizing any economic offering. He has written numerous articles on business strategy and innovation for such publications as the Harvard Business Review, The Wall Street Journal, Strategy & Leadership, Context, and The Journal of Cost Management.
He demonstrates how companies – across a myriad of industries – are finding their goods and services commoditized with customers increasingly spending their money on experiences – memorable events that engage customers in an inherently personal way, like going to Walt Disney World or a theme restaurant. It also shows how businesses can create value by embracing theatre as an operating model to stage unique experiences that, ultimately, transform those who participate in them.
Gilmore began his career with Procter & Gamble; with Cleveland Consulting Associates and Computer Sciences Corporation, heading up CSC Consulting’s process innovation practice. Gilmore is a certified instructor in the lateral thinking methodologies and fosters innovative thinking. A graduate of the Wharton School of the University.
Books by James H. Gilmore
- Experience Economy: Work Is Theatre & Every Business a Stage.
- Markets of One
- Authenticity: What Consumers Really Want