Pages from DLYohn ChangeThis Its the Experience Stupid Manifesto

“Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience.” These words were written over 18 years ago by Joe Pine and James Gilmore in their book The Experience Economy: Work Is Theatre and Every Business a […]


Bruce Turkel is a speaker, writer, and consultant to great brands such as Hasbro, Nike, and American Express.  I heard Bruce speak at the National Speaker’s Association conference a couple of years ago and then got to meet him personally at this year’s event, so I invited him to come talk to me today.  And […]

customer experience as the sum of all interactions a customer has with a company

Customer experience is one of those terms that mean different things to different people.  Like “brand,” “marketing,” and “customer centricity,” the understanding and practice of customer experience varies greatly depending on who you ask. What is customer experience?  I define it as the sum of all interactions a customer has with a company.  And to […]

enchantment & extraordinary experiences

What do great brands do?  Guy Kawasaki would suggest — and I would agree — that great brands are enchanting brands — they fill people with great delight.  Great brands change people’s hearts, minds, and actions — including inspiring them to buy something, but it’s usually about more than that. […]

REI closed black friday

Trick or treat?!  Definitely a treat for brand-builders and business leaders — enjoy all my best October content right here! REI to Close on Black Friday and Live by Its Brand Values — byline on Fierce Retail on how REI is putting its brand purpose and values at the center of its business and operations   […]

Here’s a video audit and analysis of Costco.  You might think you know this brand but I’m going to show you the unique customer strategy behind its popularity. DLYohn Brand Experience Brief: Costco from Denise Lee Yohn on Vimeo. Costco is one of the seven brands I profile in my new book, Extraordinary Experiences: What […]

Looking for some inspiration about creating extraordinary experiences?  Need some insights on great retail customer experiences?  Check out this new slideshow, featuring the Top 10 Quotes from my new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do. Top 10 Quotes from Extraordinary Experiences from Denise Yohn My new book Extraordinary Experiences profiles seven […]


– the book:  Scaling Up: How a Few Companies Make It…and Why the Rest Don’t takes all the wisdom and principles of the business classic Mastering the Rockefeller Habits and translates them into practical tools and approaches for scaling up a business […]

Now you can get a beer with your burrito at Taco Bell!  Check out the new Taco Bell Cantina in this video audit and analysis of the brand experience. DLYohn Brand Experience Brief: Taco Bell Cantina from Denise Lee Yohn on Vimeo. other Brand Experience Briefs: Jason’s Deli Shophouse Kitchen (by Chipotle) SuperChix (by Yum […]