There are two kinds of experiences: the ones that suck and the ones that are amazing.
observation — attributed to Brian Solis
Solis's frame on what gets remembered is binary. There are only two kinds of experiences people remember: the ones that suck and the ones that are amazing. Everything in between is just transactional. The reframe matters operationally because it raises the stakes on design. Aiming for adequate produces forgotten experiences. Aiming for amazing produces remembered ones, even when execution falls short. The implication for designers is that the middle ground is the worst place to spend resources. Either commit to the design that has a chance of being remembered, or accept that the work will be transactional and budget accordingly.
For event producers, brand experience leads, and creative directors thinking about how aggressively to pursue distinctive work. The observation is most useful as a frame against the temptation to design safely.
binary-memory, transactional, memorable, design-stakes