Originally published in 1999, 'The Experience Economy' by B. Joseph Pine II and James H. Gilmore outlines the progression of economic offerings from commodities to goods to services and finally to experiences. The authors argue that in the experience economy, businesses must stage memorable events to engage customers. The book uses the metaphor of theater to explain how businesses can create these experiences, emphasizing themes such as esthetic, escapist, educational, and entertainment experiences. An updated version released in 2019 focuses on competing for customer time, attention, and money in the digital age[1][2][3].
In this book, Don Norman discusses how design should be centered around the user's needs, emphasizing the importance of visibility, natural relationships between controls and functions, and the intelligent use of constraints. He argues that poor design, rather than user ineptness, is often the cause of frustration with everyday objects. The book covers various aspects of design, including affordances, signifiers, and the seven stages of action, providing a comprehensive guide to creating user-friendly products.
Lisa Kay Solomon sees design everywhere—not just in products, but in conversations, strategies, systems, and futures. As a futurist and strategist, she has spent her career helping leaders and organizations think long-term, navigate uncertainty, and drive meaningful change through intentional design.
In this episode, Lisa and Dart talk about how to lead with imagination in uncertain times, why good strategy needs emotional engagement, and how design can be a form of applied hope. They also explore what leaders can learn from scenario planning, the surprising lessons of an early GNC wellness experiment, and how future-readiness starts with asking better questions.
Lisa Kay Solomon is a futures and design educator at Stanford University’s d.school, where she teaches classes on long-term thinking, systems leadership, and civic imagination. She is the co-author of Moments of Impact and Design a Better Business.
In this episode, Dart and Lisa discuss:
- Why the best leaders are also designers of the future
- The power of imagination in strategy and systems change
- What scenario planning can teach us about agency
- How emotional connection drives effective strategy
- Lessons from civic design and community-led change
- And other topics...
Lisa Kay Solomon is a futurist, strategist, and Designer in Residence at the Stanford d.school, where she helps leaders and students develop the skills to navigate uncertainty and shape long-term change. She is the co-author of the bestselling books Moments of Impact and Design a Better Business. Named to the Thinkers50 Radar list and recognized by ixDA as a Woman of Design, Lisa is known for blending design, foresight, and civic imagination to prepare people for the future.
Resources Mentioned:
Moments of Impact: How to Design Strategic Conversations That Accelerate Change, by Lisa Kay Solomon and Chris Ertel: https://www.amazon.com/Moments-Impact-Strategic-Conversations-Accelerate/dp/1451697627
Design a Better Business: New Tools, Skills, and Mindset for Strategy and Innovation, by Patrick Van Der Pijl, Justin Lokitz, and Lisa Kay Solomon: https://www.amazon.com/Design-Better-Business-Strategy-Innovation/dp/1119272114
Stanford d.school: https://dschool.stanford.edu
The Long Now Foundation: https://longnow.org
Connect with Lisa:
Website: https://www.lisakaysolomon.com/
LinkedIn: https://www.linkedin.com/in/lisakaysolomon/
Course: https://www.linkedin.com/learning/leading-like-a-futurist
Work with Dart:
Dart is the CEO and co-founder of the work design firm 11fold. Build work that makes employees feel alive, connected to their work, and focused on what’s most important to the business. Book a call at 11fold.com.
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