A fundamental shift is occurring in the very fabric of our economy. Today, what people desire are neither goods nor services, but something very different in kind, namely experiences that engage them in a personal and memorable way. James Gilmore, co-author of The Experience Economy, contends that experiences are, in fact, a distinct form of economic output, as distinct from services as services are from goods. These experiences will increasingly provide the basis for generating new revenue growth in business. In this provocative session, Gilmore will describe the nature of this emerging experience economy and outline principles for designing compelling association experiences.