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The Experience Economy, Updated Edition by James H. Gilmore, B. Joseph Pine II

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CHAPTER 8

Now Act Your Part

THE PROSPECT OF ACTING MAY UNDERSTANDABLY bring stage fright to many a worker: improvise? Learn my lines? Match my peer? Lazzi? Oh my! You may feel like James Stockdale, Ross Perot's running mate way back in the 1992 elections, who was qualified to run, perhaps, but certainly unprepared for the vice-presidential debate against Al Gore and Dan Quayle, as he pondered, “Who am I, and why am I here?” Discomfort with the notion of acting, however, does not justify the dismissal of theatre as a useful operating model. This uneasiness only points to how individuals and groups must learn to act differently when staging experiences versus merely providing goods and services.

Sole practitioners—solo acts—know what it means ...

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