Question
A company can ensure that its product is not just another commodity by focusing on creating a unique and transformative experience for its customers. This can be achieved by understanding the needs and preferences of its customers and tailoring the product to meet these needs. For instance, Rawlings, the exclusive baseball manufacturer to the Major Leagues, realized that most of its customers are people who enjoy baseball and a good game of catch. Therefore, they focused on improving the experience of these customers, thereby transforming their product from a mere commodity to a unique offering.
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The Experience Economy isn't just about adding value; it's about transformation. The example of how the Rawlings company transformed baseball is a good way for readers to understand this game-changing concept. For a company that is the exclusive baseball manufacturer to the Major Leagues, the thought of improving upon a seemingly perfect product seems like a waste of time. But Rawlings realized that most of its customers aren't Major League players, they are people who enjoy baseball and a good game of catch.
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