ABSTRACT
During the 1990s, a grand narrative emerged called 'the New Economy', which was supposed to change people's visions and actions in many and radical ways. The concept of the New Economy was given different definitions - some of them in the form of manifestos. The most influential one was perhaps Kevin Kelly's New Rules for the New Economy: published in 1998. A new label was invoked to transform old divisions between production and consumption. It also aimed at uniting tourism, the retail trade, architecture, event management, the entertainment and heritage industries as well as the media world under one common umbrella - that of producing and selling experiences rather than just goods or services. Mandrake stands out as the individual entrepreneur. He is an innovator as well as a romantic adventurer and always ready to explore uncharted territories in the search for new challenges.
