Forgive my cynicism - because of course I agree with the idea that you should aim for "building an experience" - but isn't this infinitely easier said than done? It seems like saying "you should make something disruptive and amazing." I'd be interested in a conversation of the best ways to go about this.
Hey Max,
You bring up a good point. Maybe the language should be changed. Happy to chat email me anytime amachado@gmail.com