Why Be an "Experience" Business? Because Customers Expect It

“We're no longer in the business of selling products; we're in the business of selling experiences,” Brad Rencher boldly asserted during the 2016 Adobe Summit opening day keynote session. “Products are just along for the ride…. This is our new reality. Rencher, EVP and GM of digital for Adobe, noted that, although many companies think differently about the how to define experience, there are commonalities that should apply across all organizations. “Consistent, continuous, and compelling should define experiences today,” he said. Rencher listed four main elements of being an experience brand