Experience Maxxing: how to design experiences your people can’t resist

Okay, here we are. I am, I'm in Scottsdale this week for Joe Polish's Genius Network annual event. And the thing that it's just perfect timing because as we're talking in maxing week here, the page that we're on right now is about experience. Maxi that, that's really what we're talking about here is the offer. And this is such an all encompassing thing that there's so many ways to kind of dig into this. And this spot, I'm at the Henry in Scottsdale, just outside of Paradise Valley, in, in Phoenix. And every time that I come to Phoenix, this is my first stop. This is like my unofficial cafe headquarters.

I don't know if you've recognized this about me, but I like to give cafes and places a monopoly that I, I like to be at a place that I love. And as I was thinking today, I was reading in Journal number eight, we were talking about delivering a world class experience and I had the word service here and I've evolved it to experience because it's all, it's all of the things that go into this. And I was reflecting on what is it about the Henry that makes me want to grant it a monopoly when I'm in Phoenix? And you know, there's so many things. Number one is the outcome has to be the primary thing.

You have to get the thing that you're looking. So the coffee is amazing, the food is amazing, but that in itself is not enough. That doesn't make the experience something that you want to come back. These are the intangible things that this is where the, the environment, everything that we touch and experience, as you know, above the line, sensory things, the, the vibe, the music. Hope I don't get flagged for the background music here. First time I've done something like this on YouTube, but we'll see if you're seeing it. Hopefully not that the environment, the design of the environment is amazing. It's, you know, all of the, the coloring, the design, the, the aesthetic of the place, the curation of the, of the environment.

And this is where you see there's a real intangible thing around some of these things, but you don't. It doesn't take a rocket scientist to understand that we like beautiful things, that attractive people have an advantage over less attractive people. People who, and not, not even. I think you find, you know, the whole packaging of the environment, you can. Everybody has character, but it's style that is the thing that we, that we elevate to and appreciate and that requires somebody to curate that, to be a vision for that, to have the, to have the eye on all of those things. The, the experience of everything that.

That's going to touch somebody. If somebody was just evaluating, going through a process with you just on the visuals of it, what would that look like? What does an experience like you, with you sound like? What does it smell like? We, you know, I, I mentioned a while ago, early on in our videos, there was a. We did a book called Smells that Sell, which when I learned that in restaurants and in retail environments, the commercial scent market is like a $4 billion annual market. And there's a, you know, company here, just in the US that does over 200 million just on diffusers and custom scents.

You know, when you go into a luxury hotel, there is a. There's a vibe that you're, that you're appreciating. There's the look of it, the sound of it, the smell of it, the design of it. And then when the people interact with that in a way that they are visually representative of the experience that you're trying to curate for them, they are trained and, and hospitality focused, outwardly focused on making sure that you're having a great experience. And the mechanical. The outcome that you're trying to provide is getting done, that you're competent in it. And I think that it's that, you know, that integration of all of those things that help us create experiences that people crave.

So I mentioned earlier on that one of the ways that we do this is creating a client experience timeline. And if you look at it, how is somebody interacting with your business, with your service, with your organization, with your product, how are they interacting with it from the beginning to the end, from end to end. And when you look at it and you're crafting each of those, it makes a big difference. Even if all you're selling is a, is a product. You know, the unboxing, the, the arrival of the product, the environment that you're creating, when somebody is experiencing your product or service, how is that experience architected to translate your vision for what they really want?

It's not enough to just have an efficient process that gets the, the result. Every time I come here, I get more inspired to really pay attention to those details of how people are experiencing things. And, you know, there's more to say about this because in each of these categories, I think design and the way you present something is something that is kind of. There's just a few little things that if you pay attention to these, you can look like you know what you're doing. There's little hinges that move, big doors when it comes to design, and that comes into typography and alignment and all of those things.

So I think it's fitting to have an experience, maxing experience, while being in one of my favorite benchmark, benchmark experiences that I have granted a monopoly to when I am in Scottsdale. So if you're ever in Scottsdale, the Henry is the restaurant and it is topnotch.