The way Raasted sees it, no matter what industry you're in, you are now in the experience industry. For years, companies—particularly disruptive brands like Uber and Amazon—have focused on the user experience with laser-beam precision. But Raasted argues that to succeed in today's market, firms must do much more than offer great products or services. Brands need to sell experiences themselves. Whether the company specializes in audiovisual services, live events, or automotive, brands must invest in redefining the nature of experiences.
"Consumers need to be aware that your brand should not only sell products and services, but you are integral to the very experience itself," Raasted says. "Without you, there would be no experience. That's why the multi-platform nature of the story universe is essential. The more platforms in which users can engage, the better."
What are customers looking for right now? Raasted says it's not a new feature, app, or device. Customers are looking for ways to be human again.
"We all want the human experience," he points out "Every time your brand can frame something that you're selling or doing in a way that elevates human connections—that feeling of being alive and meaningful—only then do you have the chance of resonating with them."