Prahalad and Ramaswamy present an interesting perspective on innovation, saying: 'The intent of experience innovation is not to improve a product or service, per se, but to enable the co-creation of an environment in which personalized, evolvable experiences are the goal, and products and services are a means to that end. Profitable company growth will then result from individual consumers co-creating their own unique value, supported by a network of companies and consumer communities'. Managers must learn to view existing an emerging technologies not as enhancers of products, features and functions, but as facilitators of experiences. Examples of how technological capabilities such as miniaturization, networked communication and adaptive learning are fostering experience innovation. Companies such as Sony, Apple, Microsoft and TiVo, illustrate that technology will be the key facilitator of the trend toward experience innovation.

This was validated further when Time Magazine announced that the Person of the Year was YOU. Time presents a story about community and collaboration on a scale never before seen. Wikipedia, MySpace, YouTube and even the local sandwich shop where you make your own sandwiches from a wide variety of ingredients understand that personal choice is the new innovation.

At Mindwerx we have been exploring this concept and are collaborating with others to look at on-demand training and blended learning via new delivery platforms, as well as the creation of experience spaces within and external to the office.

Innovation is no longer primarily about the customer or internal processes, but for all stakeholders who experience the organisations. Important business issues such as staff attraction and retention can be addressed in the context of experience innovation.

Too many companies are seeing high potential staff leave, and the reason is often that the company is not meeting their needs.

Creating the elbow-room for people to be creative is part of the experience they want, and this is where Mindwerx with its insights, training and tools can assist.