ABSTRACT
Products that deliver experiences, with sensations and memories, are quite distinct from products that deliver objects, like cars, or services, like tax consulting. A car can be used many times, but the experience is gone. It might be repeated, like seeing a movie for the second time, but the sensations and the memories will be less exciting. New products for new experiences are desired and sought. But how can such products be invented if it is unknown which qualities users will find exciting? How do larger innovations, those that shape the developments of a creative industry, take hold? What drives the growth of the creative industries if the users don’t know what to expect and the providers don’t know what to deliver?
