In the "next practices" of innovation the locus of value creation will inevitably shift from products and services to "experience environments."
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.
The experience space is conceptually distinct from that of the product space, which is convenient focus of innovation. In the experience space, the individual consumer is central, and an event triggers a co-creation experience.
The co-creation and expansion of such experience spaces is the future of innovation." - C.K. Prahalad & V. Ramaswamy, The New Frontier of Experience Innovation
