Purpose is the reason why a company or brand exists. Most companies have found and defined their purpose (and talk about it, a lot). A start. But identifying your purpose alone delivers little business value.
I first stumbled across the term ‘Experience Economy’ in an article in the Harvard Business Review from 1998 by B. Joseph Pine II and James H. Gilmore when starting Just Challenge (credit to Holly Millward on her recommendation). Game changer.